TBS has landed Toyota as a full-season sponsor of its upcoming series Are We There Yet?, a deal that includes integrations throughout all 10 episodes of the new family comedy.
Per terms of the pact, Toyota is the exclusive automotive sponsor of the half-hour series, which bows Wednesday, June 2 at 9 p.m. Toyota also enjoys a certain cachet as the series’ lone integrated partner.
Based on the 2005 theatrical of the same name, Are We There Yet? features an instant family in newlyweds Nick Persons (Terry Crews) and Suzanne Kingston-Persons (Essence Atkins) and her two kids from a previous marriage. The Toyota Highlander will serve as the family’s primary vehicle and will be woven into the series’ narrative.
For example, one storyline centers almost entirely around Nick’s visit to a Toyota dealership, where a sales rep walks him through the Highlander features. In the end, despite a credit hiccup, the character drives off with his new SUV.
The brand will also be integrated through a larger sponsorship focused on reaching a multicultural audience. “We are always looking to create unique opportunities to present our client’s products to African American consumers,” said D. Gray-Young, vp, media director, Toyota. “Aligning Toyota with the new family comedy was a natural fit. We wanted to be a part of the excitement and enthusiasm viewers are sure to bring to this new program.”
Additional marketing elements include tagged tune-ins and in-show banners. Financial terms were not disclosed.
“We are fortunate to have a variety of programming opportunities that provide companies like Toyota the opportunity to attract a diverse audience on a network offering reach and relevance,” said Linda Yaccarino, executive vp and chief operating offer, Turner Entertainment ad sales/marketing and acquisitions. “Together with [multicultural media sales firm] ACE Media, we are bringing these opportunities front and center to advertisers seeking out these very limited, high-demand platforms.”
The deal was a three-way cooperative effort between Turner, ACE Media and Toyota’s multicultural agency Burrell Communications. ACE also reps the TBS series House of Payne and Meet the Browns.