• by Tanya Gazdik , 8 hours ago

With the FIFA World Cup in full swing, even brands which aren’t official sponsors or partners are capitalizing on the current focus on soccer.

Toyota states that its “connection to soccer is more than a moment. For more than a decade, Toyota has invested in the sport and its culture, supporting fútbol as a way of life and a powerful connector across generations. Toyota’s sustained presence in the sport reinforces its authentic bond with fans, not as spectators, but as a brand that has shown up consistently in support of the culture and the game.”

At the heart of the campaign is a cultural truth deeply embedded in Latino soccer fandom: For Latino fans, supporting a team is a lifelong commitment, passed down through generations, where showing up, win or lose, is non-negotiable. 

The campaign spans linear, digital and social channels. At the center is “Tear Storm,” a 30-second spot that follows a group of friends driving through a torrential downpour in their Toyota truck, singing a reimagined version of “Cielito Lindo” with custom lyrics. 

Created by Conill, Toyota’s Hispanic marketing partner, the spot reinforces the idea that true fans weather any storm because belief never fades. 

Beyond the hero film, the campaign extends into digital and social content designed to amplify cultural relevance and engagement. The social content leads with “Storm of Tears 101” featuring actor and singer Anthony Ramos, appearing as a charismatic weatherman forecasting an incoming “tear storm.”

The social content will be followed by a series of high energy soccer chants featuring Ramos and a fan “futband.”  All the social content will be featured across Toyota Latino social media channels.

The media plan is anchored in Spanish-language dominance with Telemundo, Universo and Peacock supported by English-language extensions and social platforms like YouTube and TikTok.

Some notable mentions include: exclusive integration within post-game coverage, including branded “Fans con Aguante” segments celebrating fan passion; social “Moment Maker” takeovers and real-time “Tear Drop” content that reacts to pivotal match moments; and TikTok gamified branded filter turning fans into active participants by navigating the “Tear Storm.”

“With unprecedented coverage, including over 700 hours of Spanish-language programming, Toyota will be integrated across every stage of the fan journey from pre-game to post-game and real-time moments,” according to the agency. 

The campaign also will come to life for soccer enthusiasts of all ages at the Toyota Fútbol Club (Toyota FC), an experiential space designed to transform the campaign into a vibrant celebration of futbolismo. Toyota is hosting two events in Houston (June 27 and 28 at Toros HTX) and in Miami (July 11 and 12 at Studio Soccer.)

The TFC will feature music, art, a streetwear boutique, 3v3 tournaments, and Toyota trucks, creating a space where fans with aguante can weather the storm together.