The tagline reads: <em>"Many admirable qualities. A variety of colors. Sort of like people"</em> After a previously controversial full back cover ad in Jet Magazine, Toyota publicly apologized to the African American community. On May 23, 2001 Reverend Jesse Jackson threatened a boycott against Toyota accusing the company of using racist advertising and that the company fire their advertising agency for its racism and cultural insensitivity. Sensitivity to diversity became the theme of their future ad campaigns. Toyota established a 'Diversity Awareness Review Panel'