In a recent article, The New York Times uses Toyota’s new line of Camry ads to tackle the notion of transculturalism while exploring the intersections between race relations, culture, and advertising.
Including insight from the campaign’s leading creatives and their teams, the article also uncovered the importance of inclusion, featuring the African-American perspective courtesy of Team Burrell’s own Group Account Director, Vicki Bolton and Chief Creative Officer, Lewis Williams.
“People want to see themselves in messaging…when they come home at the end of the day, they still want to see messaging with people that are reflective of them,” said Bolton.
Burrell’s spot, entitled “Strut,” featured an African-American man who turns a simple pizza run into an Instagram-worthy adventure as he drives to pick up his order. “What we found with African-Americans is style really comes to the forefront in how we look at vehicles,” said Williams. “We see automobiles as extensions of ourselves, so style is really important.”
You can read the full article here.