Hundreds of thousands of hardcore soccer aficionados converged on stadiums across the United States for the 2017 CONCACAF Gold Cup, held in July. Toyota joined the action as an official automotive sponsor of the preeminent national team tournament of the North, Central America and Caribbean regions.

Toyota ignited soccer passions by celebrating the players who give it their all on and off the field, along with the fans who give everything for their teams. The “Dale Duro” (Give it your all) multichannel communications campaign for the Toyota Tundra featured commercials in English and Spanish, digital banners and videos, as well as social media content living on Toyota Facebook, Twitter and Instagram under @ToyotaLatino and using the hashtag Vayamos Juntos.   

Embodying the brave-hearted spirit of the Tundra and hardcore soccer fans, the campaign pays tribute to the heart, soul and sweat players pour into every game.   

Celebrating the ardent fan spirit, Toyota partnered with Mexican comedian and actor Adrian Uribe to produce social content on how to be a tough fan through a playful juxtaposition of being a tough, spirited aficionado with the tough essence of the Tundra.   

Attendees of the first Mexico match on July 9 in San Diego were able to meet Uribe at the Toyota Fan Zone within the Futbol Fiesta fan area. 

Fans also gave it their all at the Toyota Fan Zone, which featured a variety of fun-filled and social media shareable activities that tested their spirit, agility and dance moves in celebration of their teams and the Gold Cup.