For the introduction of Toyota’s Corolla Cross to Hispanic audiences, Conill developed an integrated campaign that leverages the unique features of the vehicle and the power of celebrity for its younger-skewing audience.
Acclaimed professional skateboarder Paul Rodriguez Jr. stars in the broadcast centerpiece of the campaign, “Skate Instructor.” The story follows the antics of Paul’s inadvertently left-behind skateboard, as it frantically follows its owner and emulates the vehicle’s smooth moves on the street.
A series of 15-second social and digital videos round-out the campaign:
- “Salon” captures the attention of salon patrons with the vehicle’s stand-out styling.
- “Music” features the vehicle’s Qi-compatible wireless charging system, as it rescues the night for friends to continue their headbanging in unison to the rhythm of a catchy Latin song.
- “Flowers” highlights the availability of all-wheel drive.