Los Angeles *, California * -- Toyota, always on the prowl for new markets, has signed a deal with Studio 411 and the Dew Action Sports tour. Additionally, the Japanese */American car and truck manufacturer has contracted with Studio Number One and Shepard Fairey * to create advertising and promotional materials.

"Obviously, Shepard's history and experience with this market give him credibility and the ability to be relevant with the audience", explained Toyota's Doug Frisbie. "He also has experience working with larger brands and connects with consumers in a noncommercial way. These credentials make him the perfect person to develop the look, feel, and face of our action-sports voice".

In their deal with Studio 411, the Toyota has arranged for their trucks * to be placed in several upcoming studio 411 productions.

"Many of these athletes need trucks to participate in their sports, and trucks are completely relevant to this market," said Frisbie, not referring to skateboard trucks.

The automobile manufacturer is planning to distribute sample DVDs of the films at stops along the Dew Action Sports Tour. Craftily, the DVD packaging used, which was designed by Fairey, includes zero * Toyota branding or logos.

"We're using the content of these films to help activate our presence at the Dew Tour" said Frisbie of the lack of branding on the DVD packaging.

With product placement now infiltrating the ranks of skateboard video magazines, it's hard to imagine where such marketing tricks will end.

Information for this article was found in the article "Obey Toyota" in Transworld * Business, October 2005 *.

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