By: Rizoh

      With most of the media’s attention on hip-hop’s negative side, the Yaris vs. Yaris Campaign have stepped in to “elevate” the ideals of the music culture. Toyota Motor Sales is showcasing their Yaris with an urban campaign that seeks to reflect the true spirit of hip-hop. The campaign, dubbed “Yaris vs. Yaris,” gives a nod to old school battles by pitting the Yaris Liftback against the Yaris Sedan throughout.

      Advertising spots for “Yaris vs. Yaris” include TV, print, radio, online and in-store advertisements as well as a series of special events. There will be two radio spots showcasing former member of The Roots Dice Raw and rapper Truck North in a lyrical battle taking on the personas of the Yaris Liftback and Sedan.

      “Competition has always been a fundamental part of hip hop,” says Munier Sharrieff, Creative Director at Burrell. “From DJs having scratch battles, break dancers using moves to go toe-to-toe and emcees flowing to prove who’s got the best rhymes, battles have a solid role in the culture.” Burrell, Toyota‘s African-American agency, developed and produced the campaign. The “Yaris vs. Yaris” campaign also includes a “Fresh Kicks” sneaker design competition and a DJ contest that will find the “Bangin’” DJ in each market.

      Interested DJs can log on to yarisversusyaris to submit their best musical mixes. Sneaker aficionados can submit original designs of customized kicks that incorporate Yaris design cues also by visiting the “Yaris vs. Yaris” website. Local winners in each case will be showcased at the Yaris events in each market with the winning DJ mix performed live and the top “Fresh Kicks” design displayed at each event. The national winner of the “Fresh Kicks” and “Bangin’ DJ” contest gets to hear their mix played on Radio One, while the “Fresh Kicks” contest winner enjoy a trip to New York city to be the sneaker editor of Complex Magazine for a day.