The Colonie brought its full-service approach to editing, visual FX and design to 'Hybrid Learning,' a comedic multi-platform campaign for Toyota, featuring Keegan-Michael Key (‘MADTV,’ ‘Comedy Central,’ ‘Key & Peele’ and ‘Playing House’) introducing the 2016 RAV4 Hybrid. br br Burrell Communications tapped the talents of director Tucker Gates (‘Parks and Recreation,’ ‘The Office,’ ‘House of Cards,) DP Mauro Fiore (Academy Award Winner, ‘Avatar’) and creative editor Bob Ackerman (EMMY Award winner) for the integrated series of broadcast commercials, web spots and video vignettes take an off-back approach to announcing the new model, and 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 :30 broadcast spot, ‘Why Wouldn’t Ya,’ establishes the premise of the campaign with an outlandish parody of driving school. It opens with Ravelle in front of a blackboard with ‘Hybrid Learning’ written in bold letters. As the bell rings he begins the class by posing the question, ‘Who here wouldn’t consider driving a hybrid?’ All of the students raise their hands and respond with a litany of reasons based on misinformation about everything from style, performance and power, to maintenance and mileage. br br The wacky yet well-informed instructor proceeds to 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 national broadcast TV spot is complemented by this series of web spots (‘Hybrid Learning,’ Acceleration,’ ‘Cost Saving,’ ‘Maintenance,’ ‘Styling,’ and ‘Mileage’) which take advantage of the online medium with longer format vignettes that gave Key time to play out new directions and interactions between his character and the pupils. The campaign also includes three :15 spots, (‘Dodge Ball,’ ‘High-Price’ and ‘Teacher,’) featuring Key’s Ravel character that will live on the Toyota Facebook page. br br For more information about The Colonie 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 br CREDITS: br CLIENT: Toyota RAV4 Hybrid br CAMPAIGN TITLE: ‘Hybrid Learning’ br TALENT: Keegan-Michael Key br br BROADCAST SPOT: ‘Why Wouldn’t Ya’ (30 :15 :26-:04 :19-:07-:04) br WEB SPOTS:‘Acceleration,’‘Cost Saving,’‘Hybrid Learning,’ ‘Styling,’‘Maintenance,’ br SOCIAL MEDIA VIDEOS:‘Teachers Lounge,’ Dodge Ball,’ ‘High Price’ (:15) 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.