Click to Skip Ad
Closing in...
TV Series Based on Queen of Salsa's Celia Cruz is Underway; Puertorican Actors Jeimy Osorio & Modesto Lacen Star TV Series Based on Queen of Salsa's Celia Cruz is Underway; Puertorican Actors Jeimy Osorio & Modesto Lacen Star Weekend B.O. Oct.17-19 - How Did 'Dear White People' Do and What Might it Mean? Weekend B.O. Oct.17-19 - How Did 'Dear White People' Do and What Might it Mean? Trailer Debut: 'Black Dynamite' Season 2 Arrives Trailer Debut: 'Black Dynamite' Season 2 Arrives Review: 'Mike Tyson Mysteries' Proves That Iron Mike Isn't Afraid to Dress Himself Down Review: 'Mike Tyson Mysteries' Proves That Iron Mike Isn't Afraid to Dress Himself Down Donald Glover Adds to Growing Film Slate - Joins Cast of Ridley Scott's Sci-Fi Thriller 'The Martian' Donald Glover Adds to Growing Film Slate - Joins Cast of Ridley Scott's Sci-Fi Thriller 'The Martian' It All Started at a BSU Meeting: Justin Simien on 'Dear White People', Raven-Symoné, and the Black Art House (Interview) It All Started at a BSU Meeting: Justin Simien on 'Dear White People', Raven-Symoné, and the Black Art House (Interview) The Cast of 'Drumline: A New Beat' Talk How the Original Movie Impacted Them The Cast of 'Drumline: A New Beat' Talk How the Original Movie Impacted Them Warner Bros Reveals Details on Its 10 DC Comics Film Adaptations. Will Include a Cyborg Movie Starring Ray Fisher Warner Bros Reveals Details on Its 10 DC Comics Film Adaptations. Will Include a Cyborg Movie Starring Ray Fisher T.I. Teases His 'Ant-Man' Role - "I Play a Superhero's Homeboy" T.I. Teases His 'Ant-Man' Role - "I Play a Superhero's Homeboy" Lifetime Releases First FULL Trailer for 'Aaliyah: The Princess of R&B' (Premieres Saturday, 11/15) Lifetime Releases First FULL Trailer for 'Aaliyah: The Princess of R&B' (Premieres Saturday, 11/15) Steve McQueen Goes With Newcomer Devon Terrell to Play the Lead in His HBO Project Steve McQueen Goes With Newcomer Devon Terrell to Play the Lead in His HBO Project In Wake of 'Gotham' Controversy Comes 'Painted Down' - New Doc Chronicling Struggles & Hard Fought Victories of Black Stunt People In Wake of 'Gotham' Controversy Comes 'Painted Down' - New Doc Chronicling Struggles & Hard Fought Victories of Black Stunt People TV One Airs First-Ever Original, Scripted Work of Horror - Trilogy Titled 'The Fright Night Files' TV One Airs First-Ever Original, Scripted Work of Horror - Trilogy Titled 'The Fright Night Files' 'Drumline: A New Beat' (Sequel to the 2002 Film) Gets a Premiere Date + New Trailer (Watch It) 'Drumline: A New Beat' (Sequel to the 2002 Film) Gets a Premiere Date + New Trailer (Watch It) Woody Allen Says He Won’t Hire a Black Actor Unless the Role Calls for One... Whatever That Means Woody Allen Says He Won’t Hire a Black Actor Unless the Role Calls for One... Whatever That Means Aaron McGruder Finally Explains Why He Left 'The Boondocks' Aaron McGruder Finally Explains Why He Left 'The Boondocks' Lifetime Launches New Series Set In Elite World Of Hip-Hop Majorette Competitions (Watch Preview) Lifetime Launches New Series Set In Elite World Of Hip-Hop Majorette Competitions (Watch Preview) ABC Is Making Changes To The Next-Day Online Availability Of Its Series ABC Is Making Changes To The Next-Day Online Availability Of Its Series Netflix Explains Why It Doesn't Always Have That Film Or TV Show You Really Want To See (Video) Netflix Explains Why It Doesn't Always Have That Film Or TV Show You Really Want To See (Video) Tichina Arnold Says She Talked To Martin Lawrence About Doing A 'Martin' Movie... Tichina Arnold Says She Talked To Martin Lawrence About Doing A 'Martin' Movie...

Idris Elba Takes The Lead In 'Only The Name Remains' Avalon Campaign (His 007 Audition?)

Photo of Tambay A. Obenson By Tambay A. Obenson | Shadow and Act April 11, 2013 at 8:19PM

Idris Elba takes on the lead role in a dramatic, spy-themed advertising campaign for the 2013 Toyota Avalon, titled Only the Name Remains.
10
Idris Avalon

Idris Elba takes on the lead role in a dramatic, spy-themed advertising campaign for the 2013 Toyota Avalon, titled Only the Name Remains.

It's the first-ever TV commercial for Elba, by the way, which was created in collaboration with Burrell Communications

Directed by filmmaker Antony Hoffman, Only the Name Remains begins with 3 somewhat suspenseful TV 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 watch the conclusion at www.OnlyTheName.com.

"'Only the Name Remains' complements the sleek and stylish design of the all-new Avalon with the secret agent storyline," stated David Chung, National Manager, Targeted Advertising and Strategy for Toyota.

"We developed the concept for 'Only the Name Remains' by tapping into the interests of African American consumers and are thrilled with the final product," said Lewis Williams, Chief Creative Officer, Burrell Communications Group. "Our goal was to help introduce the radically new 2013 Toyota Avalon and at the same time take the audience on a memorable cinematic adventure."

So, you tell me, as African Americans, does the campaign do anything for you, since you are its target audience? 

As for my suggestion that it's Elba's audition for James Bond (which he's been rumored to be a takeover candidate for after Daniel Craig's contractual obligations end), well, no, it's not. But you get to see him in "secret/spy agent" mode for about a minute or two.

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

Watch the 3 TV spots below, and then head over to www.OnlyTheName.com for the conclusion, where you take over the wheel:

This article is related to: Idris Elba


Shadow & ActNewsletter