Product Integration Almost As Good As Word-of-Mouth

The Toyota Highlander will be starring in a new show from TBS this summer.
According to Multichannel News, Turner Entertainment and Toyota are working together to produce upcoming original series Are We There Yet?
ACE Media Corp. and Burrell Communications Group put the deal together. Toyota is the exclusive auto sponsor of the series, which is based on the Revolution Studios film of the same name. The show debuts June 2 on TBS at 9 p.m., with back-to-back episodes.
Linda Yaccarino, executive vice president and chief operating offer, Turner Entertainment Ad Sales/Marketing and Acquisitions, is confident that “we’ve created storylines where the Highlander is a natural fit in the show.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.