Toyota is focusing on the young generation
of Latinos and their everyday hustle and bustle.
The automaker enlisted Conill to develop a creative campaign focused on the Hispanic market for Toyota’s Corolla family of
vehicles.
Whether it’s heading to school or running errands, always leading an active lifestyle, these young Latinos know the meaning of forging ahead and shaping their
destiny, according to the agency.
The creative work for digital and social platforms features the Corolla sedan, the Corolla Hybrid and the Corolla Cross.
“Before the 9 to 5” features soccer freestyler Kenneth Escobar in the Corolla Cross, sharing the morning hustle
before he starts his day as a trainer. In “After 9 to 5,” DJ Livia drives to her evening music gig in the Corolla
Hybrid after a day of classes.
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Each 30-second spot highlights the drive and grit of young Latinos as they push to achieve success and reach for their goals outside of
their 9-to-5.
“It's always exciting and challenging to create a campaign for the Toyota Corolla, an iconic car with deep affinity in the Hispanic market,” says Veronica
Elizondo, chief creative officer, Conill. “In this campaign, we wanted to show how the Corolla family of vehicles adapt to the new generation of Latinos, it becomes more than just a car,
it’s a partner in their journey. Toyota is committed to supporting these future-makers... empowering them to keep moving forward.”
To continue to bring the
Corolla family of vehicles message to Latinos, Conill is developing a series of media partnerships on platforms like SoundCloud, Remezcla and Sonora Media’s “Chasing Sueños”
podcast series.
Toyota was also present during this year’s Premios Billboard de la Musica Latina with a digital streaming package. The campaign is also running engaging
content tailored for TikTok, Meta and Pinterest.