Toyota's Yaris vs. Yaris Campaign by Burrell

Yaris vs. Yaris - Fresh Kicks

Couching their campaign in a message of "respect for hip hop culture", Toyota kicks off Yaris vs. Yaris:
a fully integrated urban campaign encompassing the true spirit of the Hip Hop movement. Named "Yaris vs. Yaris," the campaign gives a playful head-nod to old school battles by pitting the Yaris Liftback against the Yaris Sedan throughout. Debuting this month, "Yaris vs. Yaris" includes TV, print, radio, online and in-store advertisements as well as a series of special events.

Lots of interesting angles here including both a sneaker design and a DJ contest in partnership with Complex Magazine and Radio One.  But the coolest thing is the fact that the Liftback and Sedan are voiced by Dice Raw and Truck North.

I'm not sure what to think of the reiteration of the campaign's "respect" for hip hop from elevating the ideals to "encompassing the true spirit of the Hip Hop movement".  I can understand why they'd take that approach but the statements seem to be a bit heavy handed.  It may be a better idea to show respect through smart events, as they're doing, than to talk about one's respect, especially in the case of a major corporation trying to leverage subcultural values for their coolness factor.

Burrell Communications created the campaign.

Official Campaign Site:
Yaris vs. Yaris