PLANO,
Texas, Jan. 27, 2025 /PRNewswire/ -- Toyota
has proudly lifted the wraps on its newest national brand campaign,
"You Can't Stop My Drive," which celebrates the shared optimism for
a progressive future, focused on Black men. Toyota's 2025 campaign
aims to reinforce its emotional connection with Black men by
spotlighting mobility as a transformative influence in their daily
lives.
The aim of "You Can't Stop My Drive" is to help reshape
public perceptions of Toyota among Black males. The brand is
actively engaging younger buyers by highlighting mobility as more
than just transportation, but a mindset and tool for an empowered
and obtainable future. The new campaign represents a shift in tone
that challenges Toyota to speak to the target in a bolder, more
reflective and authentic way.
"I have a lot of heart for this consumer. In them, I see a
younger version of myself. The confidence, the drive, the refusal
to back down or alter their sense of expression," said Corey D. Seaton, Burrell Communications Group
VP-Group Creative Director. "We worked tirelessly to honor these
men, injecting their bold and unflinching energy into every aspect
of this campaign–music, copy, voice over, performances. We are more
than thrilled with the outcome."
The automaker echoed that sentiment. "We at Toyota are truly
excited to embark upon this journey with our valued customers and
the Black community, celebrating mobility as one of the key anchors
of their progress and achievement," said Mike Tripp, Group Vice President of Toyota
Marketing. "Through this campaign, we want Black men to feel seen,
valued, heard and appreciated by our brand, fostering a genuine
emotional connection that goes beyond just our vehicles," he
added.
The new brand campaign taps into what's at the forefront of
Black men's minds—the power of their unique culture, the impact of
their experiences, their personal passions and how all intersect
with mobility. The effort underscores Toyota's on-going commitment
to supporting the community's desire to manifest new realities and
create a progressive future together. It prominently features the
voices of Toyota GR Cup racer Westin
Workman and fashion influencer Devan on Deck. NBA star
Damian Lillard also lends his iconic
voice to the campaign's content, further amplifying the
message.
- Westin Workman, GR Cup
Racer: As a rising star in Toyota's racing program, Workman
embodies the determination and forward-thinking mindset that
defines the campaign.
- Devan on Deck, Style and Fashion Influencer: Known for
his unique approach to merging style and purpose, Devan on Deck
connects with younger audiences, sharing how mobility fuels
self-expression and progress. His contributions include Instagram
Stories, branded stills and creative digital content.
- Damian Lillard, NBA
Superstar: Lending his iconic voice to all of the campaign
storytelling elements, Lillard—also a Toyota dealership owner
himself—underscores the power of mobility as a means of breaking
barriers and achieving dreams.
Together, these influencers showcase the multifaceted ways in
which mobility drives success, self-discovery and life-changing
optimism. Toyota's "You can't Stop My Drive" champions the
intangible element of movement to uplift individuals and
communities.
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. for more than 65 years, and is
committed to advancing sustainable, next-generation mobility
through our Toyota and Lexus brands, plus our nearly 1,500
dealerships. Toyota directly employs more than 49,000 people in the
U.S. who have contributed to the design, engineering, and assembly
of more than 34 million cars and trucks at our nine manufacturing
plants. By 2025, Toyota's 10th plant in North Carolina will begin to manufacture
automotive batteries for electrified vehicles. With more
electrified vehicles on the road than any other automaker, Toyota
currently offers 29 electrified options.
Through its Driving Possibilities initiative, the Toyota
USA Foundation has committed to
creating innovative educational programs within, and in partnership
with, historically underserved communities near the company's U.S.
operating sites. For more information about Toyota, visit
www.ToyotaNewsroom.com.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/toyota-launches-you-cant-stop-my-drive-a-new-campaign-focused-on-acknowledging-and-celebrating-black-men-through-the-power-of-mobility-302360318.html
SOURCE Toyota Motor Sales, U.S.A., Inc.
