
Toyota has launched its latest national brand campaign, You Can’t Stop My Drive, a bold and heartfelt initiative aimed at celebrating the optimism, determination, and transformative power of mobility in the lives of Black men. The 2025 campaign seeks to deepen the emotional connection between the car brand and Black male consumers by redefining mobility as a mindset that fuels empowerment and progress.
The new campaign, created by Burrell Communications, focuses on mobility not just as transportation but as a transformative tool for achieving dreams, self-discovery, and overcoming barriers. “We at Toyota are truly excited to embark upon this journey with our valued customers and the Black community, celebrating mobility as one of the key anchors of their progress and achievement,” said Mike Tripp, Group Vice President of Toyota Marketing. “Through this campaign, we want Black men to feel seen, valued, heard, and appreciated by our brand, fostering a genuine emotional connection that goes beyond just our vehicles.”
Burrell and Toyota’s work features a mix of storytelling formats, including dynamic visuals, heartfelt voiceovers, and impactful digital content, ensuring the message resonates deeply with audiences. So who are the men who embody those themes of resilience, creativity, and success:
Westin Workman, GR Cup Racer
A rising star in Toyota’s racing program, Workman represents determination and forward-thinking, resonating with the campaign’s ethos of progress through mobility.
Devan on Deck, Style and Fashion Influencer
Known for his unique blend of style and purpose, Devan shares how mobility fuels self-expression and personal growth. His contributions include Instagram Stories, branded content, and digital activations that connect with younger audiences.
Damian Lillard, NBA Superstar
Lending his iconic voice to the campaign’s storytelling, Lillard—also a Toyota dealership owner—underscores the power of mobility in breaking barriers and achieving success.
Watch the new creative below:
The new creative marks a tonal shift for Toyota, reflecting the brand’s commitment to speaking to its target audience in a more authentic and relatable way. “I have a lot of heart for this consumer. In them, I see a younger version of myself. The confidence, the drive, the refusal to back down or alter their sense of expression,” said Corey D. Seaton, VP-Group Creative Director. “We worked tirelessly to honor these men, injecting their bold and unflinching energy into every aspect of this campaign—music, copy, voiceover, performances. We are more than thrilled with the outcome.
Together, these influencers highlight how mobility is a catalyst for achievement and cultural impact, showcasing how movement inspires optimism and uplifts entire communities.
Toyota’s You Can’t Stop My Drive campaign represents more than just a marketing initiative—it’s a celebration of the intangible ways mobility fuels success, self-expression, and life-changing opportunities. With this effort, Toyota reaffirms its commitment to fostering genuine connections with the Black community and supporting their journey toward a progressive future.
By spotlighting personal passions, culture, and the intersection of mobility, You Can’t Stop My Drive champions the transformative power of movement, inspiring individuals to pursue their dreams and embrace the limitless possibilities ahead.
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