Toyota launches a new campaign today that features Martha Stewart, American business magnate and the biggest U.S.’ DIY specialist. The campaign that touts the 2013 Avalon, Toyota’s first car designed, engineered and assembled in America, is a part of the maven’s American Made initiative which promotes American brands and U.S.-made products. 

Photo: Toyota Avalon 2013, from autonews.com, clickable

The campaign features short video spots created in collaboration with Saatchi & Saatchi, Los Angeles, showing Ms. Stewart on a tour through the Georgetown, Ky.plant and watching thow the Avalon is being assembled.

The videos premiere today at the American Made initiative two-day launch event in New Yorkat Grand Central Terminal. The event celebrates 11 American small-business owners and will be hosted by New York Mayor Michael Bloomberg and White House Small Business Administration chief Karen Mills, Calvin Klein, Diane von Furstenberg and other VIPs. The event program includes seminars, shops by Etsy sellers and artisanal workshops, says Ad Age.

Answering Ad Age’s question why collaborating a Japanese brand, Martha Stewart said: “I am fascinated with the process of car design from start to finish, and the Avalon is being assembled and designed totally in theU.S.I have always been fascinated with the assembly line and Henry Ford. I actually own his son’s house inMaine.Toyota’sKentuckyplant manufactures 500,000 cars a year and employees 7,000 people. This is a big company helping to support the community. It’s nice to see the juxtaposition of small, just-starting businesses and the large, established companies and how they can both support local communities”.