Toyota Pays Homage To Negro Leagues In New Highlander Commercial

Toyota will do its part to pay tribute to an iconic moment in American sports history given that 2020 marks the centennial of the Negro Leagues. The automaker will do so by airing a commercial for the new Highlander in late March that stars Kansas City Monarchs Captain James “Jim” Robinson, a legendary figure who played in the 1950s.

Filmed partly at the Negro Leagues Baseball Museum in Kansas City, Missouri, the commercial, titled “Home Team,” was created and produced by Burrell Communications Group. The goal of the commercial is to inform customers about the new features of the brand’s SUV while shining a light on the cultural impact of the talented athletes who played in the Negro Leagues while professional baseball was still mostly segregated.

“We are truly delighted that Toyota has chosen to honor the unsung heroes of the Negro Leagues this way,” says Bob Kendrick, President, Negro Leagues Baseball Museum. “The passion, determination, and unwavering spirit from these individuals is truly an American story.”

Now at age 90, Robinson is featured in the commercial as the “family patriarch” in the spot. Jim and his family take a trip down memory lane at the Negro Leagues Baseball Museum where his love for the game comes to life, according to a press release from Toyota.

The reminiscing continues as the Robinson family hops into their all-new Highlander and travels to where it all began, complete with a standing ovation to honor the impact Robinson and his fellow teammates left on the sport.

“[Home Team] is yet another inspiring piece of work from our ‘Go Highlander’ campaign,” says Joe Moses, general manager, Toyota vehicle marketing and communications, Toyota Motor North America. “We are honored to celebrate this pivotal moment in history in a touching spot that celebrates America’s favorite pastime.”

The commercial will begin airing starting March 30 in markets across the country. For more news related to the Toyota brand, visit

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