Toyota's World Cup Effort Features Young Fans

Instead of enlisting celebrity players and coaches, Toyota is taking a fresh look at the World Cup through the eyes of the sport’s youngest fans. 

The heart of the campaign from Conill is the 30-second spot “Sleeping,” featuring tomorrow’s future soccer stars in the making.  

Heading home from a game, the kids are exhausted and fall asleep in their parents RAV4, dreaming of one day playing on the World Cup field. The spot aims to inspire viewers never to stop believing, whether it’s reaching for their dreams or rooting for their favorite team in the tournament. 

A series of videos on digital and social channels highlights kids’ undaunted belief in their favorite teams, even if they may not be predicted as the winners.  



“The Biggest Fans,”  created in both English and Spanish, features parents using logic to predict the winners of the World Cup, while their children passionately root for their home teams, whether Mexico, Argentina or the USA. 

Additional videos will be shared as the tournament progresses, from pregame shout-outs to reaction videos.

One video features a talk show parody between two kids, one from Mexico and another from the U.S., debating the outcome of the games with Telemundo Deportes anchor, Miguel Gurwitz. 

All the social videos will be shared across Toyota Latino social media channels. 

The media plan includes airtime during Telemundo’s broadcast of the World Cup, and a custom segment during “Debate Mundial” each match day, featuring a standout player or moment in the game.

Toyota will also be part of live game streaming on Telemundo’s newly launched Tplus on the Peacock network.

“Futbol courses through the veins of all Latinos, and this is an immense cultural moment,” says Veronica Elizondo, chief creative officer at Conill, in a release. “Our creative work touches on the sentiment ingrained in many of us as children, to never stop believing in our home team because they can win no matter the obstacles.”

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