April 2, 2013
/PRNewswire/ -- Golden Globe Award-winning actor
takes on the lead role in "Only the Name Remains," a dramatic, spy-themed advertising campaign for the 2013 Toyota Avalon. The highly-anticipated campaign– and first-ever TV commercial for Elba – was created in collaboration with Burrell Communications and premiered on
Monday, April 1
across broadcast, digital and print platforms.
Directed by award-winning filmmaker
, "Only the Name Remains" begins with three suspenseful television spots that follow Elba's secret agent character on the run from an old enemy, taking his Avalon on a city-wide adventure. The third and final spot in the television series ends with a cliffhanger, directing the audience to experience the thrilling conclusion at
"'Only the Name Remains' complements the sleek and stylish design of the all-new Avalon with the secret agent storyline," stated
, National Manager, Targeted Advertising and Strategy for Toyota. "Burrell's campaign successfully aligns with Toyota's new 'Let's Go Places' company movement and we anticipate receiving a positive response among consumers."
"We developed the concept for 'Only the Name Remains' by tapping into the interests of African American consumers and are thrilled with the final product," said
, Chief Creative Officer, Burrell Communications Group. "Our goal was to help introduce the radically new 2013 Toyota Avalon and at the same time take the audience on a memorable cinematic adventure."
The 2013 Toyota Avalon delivers on the "Let's Go Places" promise and invites consumers on a journey to discover new places and possibilities together with Toyota. The passionate design and dynamic handling of Toyota's flagship vehicle represent a new direction for
. The vehicle was designed in
by CALTY, engineered at Toyota Technical Center (TTC) in
and built at Toyota Motor Manufacturing,
, Inc. in
"Only the Name Remains" will also be supported by events, appearing at the DUB Magazine Tour (featuring a custom-made DUB Avalon), select Alvin Ailey Tour stops, Soul Train Awards and others.