• by Tanya Gazdik , December 5, 2024

Toyota is kicking off the holiday season with its annual effort tied to a selling event. 

The spots debuted Dec. 4. “Real Reward’ ran during NBCUniversal’s prime-time special  “Christmas in Rockefeller Center” while “Naughty List” was shown during “Navidades en Rockefeller” on Telemundo, in which Toyota was also the presenting sponsor of the show’s first time being shown in Spanish. 

The creatitve ended with a promo for the Toyotathon December Sales Event, which offers incentives through Jan. 6.

“Real Reward” from Saatchi & Saatchi tells the story of a young couple who see a dog while out shopping for a tree on Christmas Eve -- one they recognize on a “lost dog” flyer, with a reward posted. While they’re driving home in their 2025 Tacoma, they spot the scared dog again in an alleyway, and then coax it into the Tacoma.

They drive to reunite the dog with its family -- but decline the reward, realizing that seeing the family complete with their dog is reward enough. 

“This year’s heartwarming holiday message highlights the importance of spreading joy through acts of kindness, whether with loved ones or strangers,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America, in a release.

A bilingual spot, “Naughty List,” created by Conill, taps into the playful nature of kids who want to ensure they stay off Santa’s naughty list. The spot highlights the bond between father and son as they drive around town in a 2024 Tundra.

“Beneath the playful tale of a boy making amends to stay on Santa’s ‘nice’ list, the spot is truly about the bonds and values that define family,” says Veronica Elizondo, chief creative officer, Conill.  “It’s heartfelt, funny, and carries just the right amount of charm to stand out from traditional holiday ads.” 

This holiday season, Toyota is partnering with Best Friends Animal Society, which runs the nation’s largest no-kill shelter, to help find homes for shelter dogs and cats nationwide. Toyota’s $50,000 donation will provide nationwide support for the society.

Toyota chooses a nonprofit to support each holiday season and links the creative theme of one of the spots to that organization. Last year, the automaker partnered with 100cameras, which partners with local schools and organizations to provide programming focused on photography to help foster self-expression, connection and leadership.

“Real Reward” will appear nationally on linear, digital, and paid social. The spot will air during sports programming, and on cable networks such as Freeform and Hallmark.

Hispanic linear TV coverage of “Naughty List” includes a mix of broadcast networks and targeted cable, including Univision, Telemundo, Universo, and Discovery en Español. High-profile Hispanic media programming will amplify “Naughty List,” including Telemundo’s “Hoy Día,” and Universo’s “Sunday Night Football”.  

The campaign will also feature digital sponsorships including Canela’s Navidad Movie Collection featuring holiday entertainment and Pandora’s Navidad Mexican station. Content will be shared on Telemundo social channels.