the Dorothy Chandler Pavilion was brimming with excitement. The Alvin
Ailey American Dance Theater was in town to celebrate their 50th
anniversary, and they brought along an impressive partner for the ride.
Toyota, armed with their live media “Are You Venza” campaign, stepped
to the forefront to provide the dance company with the support needed
to celebrate their golden anniversary in style. This unexpected
partnership provided us with three reasons the Toyota brand gets it.
1 – They celebrate black culture in innovative ways that other brands don’t.
Let’s be honest for a moment. Most brands believe that the best way to
connect with the black community is to attach their names to a hip-hop
or sporting event. And while we’re sure that Toyota has occasionally
subscribed to this theory as well, the buck doesn’t stop there for the
car giant. What most companies fail to realize is there are so many
aspects and avenues of black culture that deserve both their attention
and corporate dollars. So to hear that Toyota was partnering with this
underappreciated black institution was music to our ears.
2 – They make cool cars.While
the event was all about the continued celebration of the Alvin Ailey
American Dance Theater, you couldn’t help but notice the sleek, new
Toyota Venzas strategically positioned around the venue. While the talk
of the evening was rightfully focused on the 50th anniversary of Alvin
Ailey, you could still see the event attendees getting periodically
caught up in the beauty of the Venza as well.
3 – They understand the value of throwing great events.
What’s the value of a partnership if the actual event is a bust? All in
all, the night turned about to be a beautiful expression of art … the
art of dance, as well as the art of car making.
Toyota
understands how to connect with the black community in ways that other
brands don’t. If others companies would simply follow suit and seek
deeper partnerships with this community, then maybe our mutual
relationship would be more meaningful, and in turn their investment in
us would reap a greater return. Just food for thought.
–dewayne rogers
