Chicago-based Burrell Communications teamed up with The Colonie creative editor Bob Ackerman and his team on a Toyota campaign introducing the 2016 RAV4 Hybrid. The series of broadcast commercials, web spots and video vignettes starring Keegan-Michael Key (‘MADTV,’ ‘Comedy Central,’ ‘Key & Peele’ and ‘Playing House’) takes a comedic approach to dispelling the misconceptions about hybrid vehicles. br br The storyline of the campaign is driven by Key’s character, Ravelle Forman, (RAV4, get it?) a wide-eyed, slightly unhinged driving school instructor. The zealous fan of the 2016 Toyota RAV4 Hybrid has come out of retirement on a mission: To educate student drivers about a new generation of high-performance hybrids with sophisticated features that rival those of traditional vehicles - while providing a budget-conscience, environmentally friendly alternative. br br The wacky yet well-informed instructor enlighten his skeptical students – each with a distinct and quirky personality and style that clues viewers as to the features that they most value in a car - and assume that a hybrid won’t provide. Using references to his own beloved Toyota RAV4, a mix of visual aids and a steady stream of oddball metaphors, he presents an arsenal of facts, disproving their notions about hybrids with theatricality and unbridled enthusiasm. br br The off-beat comedic scripts were co-written by Key, a lauded comedic actor and writer who work in both discipline has garnered multiple accolades (Writers Guild of America Award, Peabody Award, Primetime Emmys) and Rich Talarico, (Peabody Award winner and Emmy, WGA and American Comedy Award nominee) best know for his work on Comedy Central’s hit sketch show,‘ Key & Peele.’) br br “Keegan-Michael Key is such a natural, spontaneous comedic performer that it was no surprise he delivered an abundance of golden moments to pick from, which made the editing of this campaign a joy,” says Ackerman. br br Director Tucker Gates (‘Parks and Recreation,’ ‘The Office,’ ‘House of Cards,’ etc.) encouraged Key and the talented supporting cast to improvise and play with material, giving the pieces an uncontrived, from the hip feel. br br Each of the web spots (‘Hybrid Learning,’ Acceleration,’ ‘Cost Saving,’ ‘Maintenance,’ ‘Styling,’ and ‘Mileage’) took advantage of their longer format afforded by the Internet to give Key time to play out new directions and interactions between his character and the pupils. The three :15 spots, (‘Dodge Ball,’ ‘High-Price’ and ‘Teacher,’) featuring Ravelle that will live on the Toyota Facebook page. br br Shot on the Cal State campus in LA, and both Bob Ackerman and assistant editor Graham Chapman were on location during the production. They took advantage of the opportunity to begin editing the performances during the shoot while the footage was still fresh in their minds. The final cut, visual effects, and motion design were completed back at The Colonie’s Chicago-based boutique. br br The Colonie is an award winning Chicago-based creative editorial, motion design, visual FX and finishing boutique with a seamless full-service approach to creating spots and cross-platform content that engage, entertain, inform and move audiences. For more information about the company and its services, visit www.TheColonie.com, or contact executive producer Mary Caddy at 312-225-1234, or Sonia Blum or Hillary Herbst at Hilly Reps, 312.944.1100. br br CREDITS: br CLIENT: Toyota RAV4 Hybrid br CAMPAIGN TITLE: ‘Hybrid Learning’ br br TALENT: Keegan-Michael Key br br BROADCAST SPOT: Title: ‘Why Wouldn’t Ya’ (Lengths: 30 :15 :26-:04 :19) br WEB SPOTS: Titles: ‘Acceleration,’ ‘Cost Saving,’ ‘Hybrid Learning,’ ‘Styling,’ ‘Maintenance,’ (Approx:75) br SOCIAL MEDIA VIDEOS: ‘Teachers Lounge,’ Dodge Ball,’ ‘High Price’ (:15s) br br AGENCY: Burrell CommunicationsChicago br EVP, Chief Creative Officer: Lewis Williams br Executive Producer – Shirley Portee br Producer: Craig Wagner (freelance) and Carlo Treviso br CD: Lisa McConell br Copywriter: Elyse Simpson, Derrick Harmon br Art Director: Derrick Harmon br br Co-Writers: Michael-Keegan Key, Rich Talarico br br PRODUCTION COMPANY: Independent Media Chicago br Director: Tucker Gates br DP: Mauro Fiore (Academy Award Winner) br Producer: Susanne Priessler br br EDITORIAL COMPANY: The Colonie Chicago br Creative Editor: Bob Ackerman br Assistant Editor: Graham Chapman, Ben Pokorny br Finishing: Tom Dernulc br Executive Producer: Mary Caddy br br VISUAL FXANIMATIONDESIGN CO.: The ColonieChicago br VFX Artist: Tom Dernulc br VFX Assistant: Ben Pokorny br br COLOR CORRECTION CO.