A message of solidarity and hope shone through in a campaign by Toyota and MTV with branded programming for the 2020 VMAs, a spot featuring an original recording of "Mi Gente" by local artists showcasing New York City's diversity and culture, and the VMA's first drive-in event. The campaign generated 87M social impressions, 8M social video views, and a 32% purchase intent lift, and Toyota was named one of the New York Times' "Top 6 Memorable VMA Moments."