Toyota Honors 100 Years of Negro Leagues Baseball with Upcoming 2020 Highlander Ad
To pay tribute to an important turning point in American history, Toyota celebrates the centennial anniversary of the Negro Leagues Baseball with an upcoming 2020 Toyota Highlander commercial entitled ‘Home Team.’
The new commercial, filmed in part at the Negro Leagues Baseball Museum in Kansas City Missouri, showcases living baseball legend James “Jim” Robinson, former captain of the Kansas City Monarchs, together with his family. They drive the 2020 Toyota Highlander to the museum, where suddenly, Robinson’s memories come roaring back to life in a series of flashbacks.
The trip down memory lane continues as the family hops into their all-new Highlander and travels to a ceremony honoring Robinson, complete with a standing ovation to honor the impact that he and his fellow teammates left on the sport.
“‘Home Team’ is yet another inspiring piece of work from our ‘GO HIGHLANDER’ campaign,” says Joe Moses, general manager, Toyota vehicle marketing and communications, Toyota Motor North America. “We are honored to celebrate this pivotal moment in history in a touching spot that celebrates America’s favorite pastime.”
The “GO HIGHLANDER” campaign, which began in early February of this year, is designed to promote the Toyota’s fourth-generation benchmark SUV. The campaign will feature the Highlander’s combustion engine and hybrid models that “speak to the vehicle’s performance, dramatic new design and sophisticated detailing, making it the ultimate vehicle for those who are at the center of making memories,” according to Toyota
“We are truly delighted that Toyota has chosen to honor the unsung heroes of the Negro Leagues this way,” says Bob Kendrick, President, Negro Leagues Baseball Museum. “The passion, determination, and unwavering spirit from these individuals is truly an American story.”
Toyota commissioned ad agency Burrell Communications Group to create and produce the heartwarming commercial. The ‘Home Team’ commercial will start airing in the US beginning March 30, 2020.
Aside from the tribute ad, Toyota also commemorated 100-year celebration of the Negro Leagues with a private brunch and panel discussion at the equally iconic Apollo Theater in Chicago, which coincidentally, is currently celebrating its 85th year of existence.
Toyota’s panel discussion featured Jim Robinson, Corey Seaton (vice president and creative director, Burrell Communications Group), and Craig Payne (executive program manager, product development office, Toyota Motor North America).