Toyota Salutes Negro Leagues Baseball Centennial with Upcoming 2020 Toyota Highlander Commercial, “Home Team”

Toyota Salutes Negro Leagues Baseball Centennial with Upcoming 2020 Toyota Highlander Commercial, “Home Team”

Former Kansas City Monarchs Captain James “Jim” Robinson Featured in Spot Produced by Burrell Communications Group

PLANO, Texas (February 19, 2020) – In celebration of an iconic moment in American history, Toyota pays tribute to 100 years of Negro Leagues Baseball in the latest creative as part of the marketing campaign for the all-new 2020 Toyota Highlander. Filmed partly at the Negro Leagues Baseball Museum in Kansas City, Missouri, the commercial, titled “Home Team,” was created and produced by Burrell Communications Group.

“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.”

Living baseball legend James “Jim” Robinson, former captain of the Kansas City Monarchs, is featured as the “family patriarch” in the spot. Jim and his family take a trip down memory lane at the Negro Leagues Baseball Museum where his love for the game comes to life. The reminiscing continues as the family hops into their all-new Highlander and travels to where it all began, complete with a standing ovation to honor the impact Jim 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.”

Toyota commemorated the Negro Leagues Centennial with a private brunch and panel discussion at the historic Apollo Theater, currently celebrating its 85th anniversary. Moderated by ESPN/ABC News correspondent Ryan Smith, the panel 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.

“Home Team” is scheduled to start airing in summer 2020.

Behind-the-scenes footage and interviews from the commercial shoot for “Home Team,” the latest creative from the “GO HIGHLANDER” campaign created and produced by Burrell Communications Group.

 

Toyota salutes Negro Leagues baseball centennial with the 2020 Toyota Highlander commercial, “Home Team.”

About Toyota

Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for more than 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 38 million cars and trucks in North America, where we have 14 manufacturing plants, 15 including our joint venture in Alabama (10 in the U.S.), and directly employ more than 47,000 people (over 36,000 in the U.S.). Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold 2.8 million cars and trucks (2.4 million in the U.S.) in 2019.

Through the Start Your Impossible campaign, Toyota highlights the way it partners with community, civic, academic and governmental organizations to address our society’s most pressing mobility challenges. We believe that when people are free to move, anything is possible. For more information about Toyota, visit www.toyotanewsroom.com.

Leigh Anne Sessions
Toyota Motor North America
469-292-5849
leigh.sessions@toyota.com

Marissa Borjon
Toyota Motor North America
469-292-6395
Marissa.borjon@toyota.com

Camille Johnson
Burrell Public Relations
312-297-9747
cjohnson@burrell.com

For customer inquiries, please call: 800-331-4331

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Toyota_Home_Team_BurrellCommunications_GO_HIGHLANDER_Campaign

Toyota_Home_Team_BurrellCommunications_GO_HIGHLANDER_Campaign

Toyota_Home_Team_BurrellCommunications_GO_HIGHLANDER_Campaign

Toyota salutes Negro Leagues baseball centennial with “Home Team, ” one of two spots by Burrell Communications as part of Toyota’s new “GO HIGHLANDER” campaign.
Toyota_Home_Team_Media_Brunch_BurrellCommunications_GO_HIGHLANDER_Campaign_1

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Toyota Highlander “Home Team” Media Brunch (L to R) Joe Moses, general manager, Toyota vehicle marketing and communications, Toyota Motor North America; Craig Payne, executive program manager, product development office, Toyota Motor North America; James “Jim” Robinson, former captain, Kansas City Monarchs; Corey Seaton, vice president, and creative director, Burrell Communications Group; Ryan Smith, ESPN/ABC News correspondent
Toyota_Home_Team_Media_Brunch_BurrellCommunications_GO_HIGHLANDER_Campaign_2

Toyota_Home_Team_Media_Brunch_BurrellCommunications_GO_HIGHLANDER_Campaign_2

Toyota_Home_Team_Media_Brunch_BurrellCommunications_GO_HIGHLANDER_Campaign_2

Negro Leagues baseball veteran James “Jim” Robinson shares his experiences during the Toyota Highlander “Home Team” media brunch at the Apollo Theater. (L to R) James “Jim” Robinson, former captain, Kansas City Monarchs; Corey Seaton, vice president, and creative director, Burrell Communications Group; Craig Payne, executive program manager, product development office, Toyota Motor North America; Ryan Smith, ESPN/ABC News correspondent

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Toyota Highlander Home Team Behind the Scenes

Toyota Highlander Home Team Behind the Scenes

Toyota Highlander Home Team Behind the Scenes

“Home Team”

"Home Team"

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