• by Tanya Gazdik , November 10, 2024

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.  

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.