AN EMOTIONAL DOUBLE PAT CONNECTS HISPANICS WITH TOYOTA’S ALL-NEW 2022 TUNDRA
For decades, the Toyota Tundra has been a trusted, dependable partner for Hispanic guests to tackle their toughest jobs on their own terms. The all-new 2022 Tundra extends that rich tradition of reliable performance to help Hispanics leave a true legacy for their family and communities.
This spirit of family-driven togetherness and strength is captured in new advertising developed by Conill for Toyota’s “Born For This” marketing campaign. The centerpiece of the Hispanic creative, titled “Born to Lend a Hand,” (which debuted yesterday during the Big Game on Telemundo) demonstrates how the all-new Tundra can be depended on in a variety of situations, creating a bond of trust between driver and truck.
A double pat symbolizing gratitude serves as the unifying creative device throughout the narrative that features vignettes of people facing challenging circumstances, set against the soundtrack of Bill Withers’ “Lean on Me.”
“Hispanics gravitate towards great stories—and this is especially the case for advertising,” said Conill Chief Creative Officer Gustavo Sarkis. “They want to see brands share stories about authentic situations that happen in life.”
Two digital commercials, “There” and “Family Business,” highlight the all-new Tundra’s panoramic moonroof and increased towing capabilities, respectively. The spots were directed by award-winning filmmaker Nicolai Fuglsig, director of the action-war film 12 Strong, along with notable cinematographer Matthew Libatique as director of photography, whose work includes Black Swan and Iron Man.
