TOYOTA RAV4 HYBRID
“I’m not a girl. I’m a football player.” -Toni Harris
When Toyota needed to challenge and upend the slow, grocery-getter perception that drivers traditionally held of the Toyota RAV4 and of the hybrid vehicles in general, we turned to the true life story of Detroit native, Antoinette “Toni” Harris. Our strategy was to align the RAV4 with the ambitious and equally equally convention-defying story of Toni, who became the first female, non kicker on a college roster. Toni has set her sights on changing the game by her desire to become the first female athlete to play in the National Football League, and likewise, Toyota was looking to shatter expectations by introducing their fastest and best performing RAV4.
The campaign launched on Super Bowl LIII and was acknowledged by the legendary women’s rights activist Billie Jean King, Seattle Seahawks Coach Pete Carroll and the NFL in addition to an outpouring of tweets received from parents who appreciated the positive and influential message that Toni’s story delivered to their daughters.