Idris Elba Roped in for Toyota Campaign

Golden Globe Award-winning actor Idris Elba takes on the lead role in “Only the Name Remains,” a dramatic, spy-themed advertising campaign for the 2013 Toyota Avalon.

The 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 filmmaker Antony Hoffman, “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 www.OnlyTheName.com.

The 2013 Toyota Avalon invites consumers on a journey to discover new places and possibilities together with Toyota.  The vehicle was designed in North America by CALTY, engineered at Toyota Technical Center (TTC) in Ann Arbor and built at Toyota Motor Manufacturing, Kentucky, Inc. in Georgetown.

Burrell has been the African American agency-of-record for Toyota since 2001.

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