Click to Skip Ad
Closing in...
Netflix's 'The Getdown' Directed by Baz Luhrman Has Found Its Female Lead Netflix's 'The Getdown' Directed by Baz Luhrman Has Found Its Female Lead Meet the 3 Leads for the Next 'Star Wars' Movie (John Boyega Is One of Them) + Watch New Teaser Meet the 3 Leads for the Next 'Star Wars' Movie (John Boyega Is One of Them) + Watch New Teaser Watch 'The Way of All Flesh' - Documentary On "The Immortal Life of Henrietta Lacks" (Film Adaptation Still in Limbo) Watch 'The Way of All Flesh' - Documentary On "The Immortal Life of Henrietta Lacks" (Film Adaptation Still in Limbo) Trailer: Pilot Project 'First Gen' (The Trials and Tribulations of Being a First Gen Nigerian-American) Trailer: Pilot Project 'First Gen' (The Trials and Tribulations of Being a First Gen Nigerian-American) Tessa Thompson Books Female Lead Role in Indie Comedy Caper 'War on Everyone' Tessa Thompson Books Female Lead Role in Indie Comedy Caper 'War on Everyone' Abderrahmane Sissako's 'Timbuktu' Quietly Grosses Over $1 Million in USA Box Office - Rare for an African Film Abderrahmane Sissako's 'Timbuktu' Quietly Grosses Over $1 Million in USA Box Office - Rare for an African Film UK: Wunmi Mosaku Books Starring Role in BBC One's Ensemble Miniseries Examination of Gentrification in London UK: Wunmi Mosaku Books Starring Role in BBC One's Ensemble Miniseries Examination of Gentrification in London Check Out the Poster for HBO's Bessie Smith Biopic + a Production and Costume Design Featurette Check Out the Poster for HBO's Bessie Smith Biopic + a Production and Costume Design Featurette The Cast for Nate Parker's Nat Turner Project Is Set, with a May Shoot Scheduled. Let's Go! The Cast for Nate Parker's Nat Turner Project Is Set, with a May Shoot Scheduled. Let's Go! HBO Sets June 21 Premiere Date for 'Ballers' (Dwayne Johnson, Omar Benson Miller, Denzel Washington's Son, Others Star) HBO Sets June 21 Premiere Date for 'Ballers' (Dwayne Johnson, Omar Benson Miller, Denzel Washington's Son, Others Star) Refreshingly Raw & Honest Conversations About Race, Gender & More Define New Series by London Filmmaker Cecile Emeke Refreshingly Raw & Honest Conversations About Race, Gender & More Define New Series by London Filmmaker Cecile Emeke When You're Hot, You're Hot! Taraji P. Henson Inks Deal with Simon & Schuster to Pen Memoir When You're Hot, You're Hot! Taraji P. Henson Inks Deal with Simon & Schuster to Pen Memoir First Black James Bond Villain Says "Political Correctness Be Damned. 007 Should NOT Be Black" First Black James Bond Villain Says "Political Correctness Be Damned. 007 Should NOT Be Black" CNN Does Not Care About Black People CNN Does Not Care About Black People 'Single Ladies' Returns Tonight to a Rebranded Centric - "The First Network Designed for Black Women" 'Single Ladies' Returns Tonight to a Rebranded Centric - "The First Network Designed for Black Women" HBO Seeks Diverse, Emerging Writers for HBOAccess Writing Fellowship HBO Seeks Diverse, Emerging Writers for HBOAccess Writing Fellowship 'Lucy' and the Absence of the Black Race in Origin of Humanity Theories 'Lucy' and the Absence of the Black Race in Origin of Humanity Theories Third 'Best Man' Movie Gets a Title, an Official 2016 Release Date & A Most Unexpected Wedding Third 'Best Man' Movie Gets a Title, an Official 2016 Release Date & A Most Unexpected Wedding 5 Netflix Streaming Titles You May Not Know Are Available & May Want To Check Out (7/26/13) 5 Netflix Streaming Titles You May Not Know Are Available & May Want To Check Out (7/26/13) Watch Vin Diesel-Helmed Short 'Los Bandoleros' (2009's 'Fast & Furious' Prequel) Watch Vin Diesel-Helmed Short 'Los Bandoleros' (2009's 'Fast & Furious' Prequel)

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