automotive

Toyota Targets Hispanic Consumers with Truck Effort

• by Tanya Gazdik , Yesterday

Toyota is featuring its family of trucks in a campaign that targets Hispanic consumers.

The effort from Hispanic AOR Conill is themed “Endurance is in our Heritage” and touches on the legacy of these trucks.  

The 30-second Spanish language spot “Letters” debuted earlier this month and was joined by a 15-second English cutdown. A second spot will go live in December. Both will run through the end of Toyota’s fiscal year, which is March.

The focus is on showing that the family of trucks — Tundra, Tacoma and the 4Runner — stand for adventure and a heritage of endurance. 

The campaign was developed with the insight that celebrates the indomitable spirit that drives both the strength of the trucks and the vibrant Latino community, says Veronica Elizondo, chief creative officer, Conill. 

“This campaign is a heartfelt tribute to the resilience and determination that define the new generations of Latinos,” Elizondo tells Marketing Daily. “Just as their abuelos and abuelas journeyed here, overcoming obstacles with unwavering perseverance, Toyota trucks embody that same steadfast spirit.”

Directed by Tino Carmignani and produced by Canada Los Angeles, the creative aims to inspire viewers especially the new generation of youth by highlighting the strength ingrained in their heritage every time they drive a Toyota truck. 

The spot integrates excerpts from letters written by the drivers’ grandparents who made the journey to this country and the challenges they endured to succeed. This same essence is what the driver feels when they get behind the wheel of their Tacoma, Tundra and 4Runner.

The social media portion of the campaign takes on the same message of inherited endurance conveyed through images and video. The images demonstrate the trucks in tough terrain juxtaposed with personal motivational quotes. 

The second spot, “The Josés’ Expedition,” will feature three generations of José’s -- grandfather, father and son -- sharing a fun off-road adventure in their three Toyota trucks, embracing their resilience and the never-quit spirit resulting in engaging content tailored for TikTok, Meta and YouTube.