"You don't own me."
The 1960s anthem plays in the background of the ad as a 20-something chef-in-training speeds away from her tyrannical boss in her new Toyota. Thirty seconds later, she's running her own food truck.
Toyota has done its homework: It has seen the research that shows millennials — those born between 1980 and 1995 — feel little loyalty to employers, consider themselves entrepreneurs and dream of owning their own business.