The 2019 Toyota Avalon will be getting a lot of new technology upgrades. To heighten the anticipation of its release, the automaker released a series of ads named “Serious Play,” which cleverly showcased some of the sedan’s technology that weren’t available in previous model years.

According to Ed Laukes, Vice President of Marketing for the Toyota North American division, the ads are intended to show the redesigned sedan in a spontaneous and playful manner. It’s all about “satiating the drivers’ desire for authenticity and exploration.”

The ads were developed in collaboration with marketing agencies Burrell Communications and Saatchi & Saatchi. The Serious Play campaign is divided into several 30-second ads. One ad, for example, is titled Technology at Play, and shows a young woman hiding inside her all-new Toyota Avalon, while her husband playfully searches for her in a parking lot. When he can’t find her, he “cheats” by remotely activating the car’s engine using his mobile device, which gave away the location.

The ads show off new features like Amazon Alexa connectivity and the Entune 3.0 Remote Connect. While the ads are already available for view online, they will also air on certain networks, such as Fox, NBCU, Viacom, Turner, and Discovery. It will also air alongside select films in theaters during previews.

Visit the Toyota brand’s official YouTube page Toyota USA to see the Serious Play ads. Marketing executives for the automaker expects a total of 3.1 billion impressions over the course of the ad’s campaign run.

While the 2019 model isn’t out yet, you can check out the 2018 Toyota Avalon at Toyota Chula Vista. Talk to our finance department for pre-approval near Kearny Mesa, CA, if you’re interested in a purchase or lease.