Broadcast_Spot__Why_Wouldnt_Ya

The Colonie brought its full-service approach to editing, visual FX and design to 'Hybrid Learning,' a comedic multi-platform campaign for Toyota, featuring Keegan-Michael Key (‘MADTV,’ ‘Comedy Central,’ ‘Key & Peele’ and ‘Playing House’) introducing the 2016 RAV4 Hybrid.

Burrell Communications tapped the talents of director Tucker Gates (‘Parks and Recreation,’ ‘The Office,’ ‘House of Cards,) DP Mauro Fiore (Academy Award Winner, ‘Avatar’) and creative editor Bob Ackerman (EMMY Award winner) for the integrated series of broadcast commercials, web spots and video vignettes take an off-back approach to announcing the new model, and dispelling the misconceptions about hybrid vehicles.

The storyline of the campaign is driven by Key’s character, Ravelle Forman, (RAV4, get it?) a wide-eyed, slightly unhinged driving school instructor. The zealous fan of the 2016 Toyota RAV4 Hybrid has come out of retirement on a mission: To educate student drivers about a new generation of high-performance hybrids with sophisticated features that rival those of traditional vehicles - while providing a budget-conscience, environmentally friendly alternative.

The :30 broadcast spot, ‘Why Wouldn’t Ya,’ establishes the premise of the campaign with an outlandish parody of driving school. It opens with Ravelle in front of a blackboard with ‘Hybrid Learning’ written in bold letters. As the bell rings he begins the class by posing the question, ‘Who here wouldn’t consider driving a hybrid?’ All of the students raise their hands and respond with a litany of reasons based on misinformation about everything from style, performance and power, to maintenance and mileage.

The wacky yet well-informed instructor proceeds to enlighten his skeptical students – each with a distinct and quirky personality and style that clues viewers as to the features that they most value in a car - and assume that a hybrid won’t provide. Using references to his own beloved Toyota RAV4, a mix of visual aids and a steady stream of oddball metaphors, he presents an arsenal of facts, disproving their notions about hybrids with theatricality and unbridled enthusiasm.

The national broadcast TV spot is complemented by this series of web spots (‘Hybrid Learning,’ Acceleration,’ ‘Cost Saving,’ ‘Maintenance,’ ‘Styling,’ and ‘Mileage’) which take advantage of the online medium with longer format vignettes that gave Key time to play out new directions and interactions between his character and the pupils. The campaign also includes three :15 spots, (‘Dodge Ball,’ ‘High-Price’ and ‘Teacher,’) featuring Key’s Ravel character that will live on the Toyota Facebook page.

For more information about The Colonie and its services, visit www.TheColonie.com, or contact executive producer Mary Caddy at 312-225-1234, or Sonia Blum or Hillary Herbst at Hilly Reps, 312.944.1100.


CREDITS:
CLIENT: Toyota RAV4 Hybrid
CAMPAIGN TITLE: ‘Hybrid Learning’
TALENT: Keegan-Michael Key

BROADCAST SPOT: ‘Why Wouldn’t Ya’ (30 /:15 / :26-:04 /:19-:07-:04)
WEB SPOTS:‘Acceleration,’‘Cost Saving,’‘Hybrid Learning,’ ‘Styling,’‘Maintenance,’
SOCIAL MEDIA VIDEOS:‘Teachers Lounge,’ Dodge Ball,’ ‘High Price’ (:15)

AGENCY: Burrell Communications/Chicago
EVP, Chief Creative Officer: Lewis Williams
Executive Producer – Shirley Portee
Producer: Craig Wagner (freelance) and Carlo Treviso
CD: Lisa McConell
Copywriter: Elyse Simpson, Derrick Harmon
Art Director: Derrick Harmon

Co-Writers: Michael-Keegan Key, Rich Talarico

PRODUCTION COMPANY: Independent Media / Chicago
Director: Tucker Gates
DP: Mauro Fiore (Academy Award Winner)
Producer: Susanne Priessler

EDITORIAL COMPANY: The Colonie / Chicago
Creative Editor: Bob Ackerman
Assistant Editor: Graham Chapman, Ben Pokorny
Finishing: Tom Dernulc
Executive Producer: Mary Caddy

VISUAL FX/ANIMATION/DESIGN CO.: The Colonie/Chicago
VFX Artist: Tom Dernulc
VFX Assistant: Ben Pokorny

COLOR CORRECTION CO.: Nolo Digital/Chicago
Colorist: Michael Matusek

AUDIO + SOUND DESIGN: Particle Audio/Chicago
Lead Sound Designer/Mixer: Katy Mindeman
Assistant Engineer: Jordan Stalling
Executive Producer: Laura Feeney

MUSIC COMPANY: Comma Music/Chicago
Composer: Josh Good
Creative Director: Larry Pecorella
Managing Director/EP: Bonny Dolan