Celebrating the collective spirit that is taking Latinos farther and farther
Toyota’s Never Settle brand campaign celebrates the determination and collective spirit that is taking Latinos farther and farther. :60- and :30-second versions of the spot, “Not Yet”, illustrate how Latinos push forward and never give up on achieving their goals, because nothing is impossible. The creative centers on success stories, from starting a new business to graduating from college, but also speaks to the future possibilities that inspire new generations of Latinos to keep moving forward.
The social media portion of the campaign features a diverse group of influencers, including real-life engineer and first Mexican-born woman to travel to space, Katya Echezarreta, who share their inspiring stories of perseverance and determination with Latinos to encourage them to keep pushing forward, because together they can go further.
“In advertising, we strive to tell stories that inspire and celebrate the spirit of determination and grit,”said Conill Chief Creative Officer Veronica Elizondo. “This campaign highlights the tenacity of the Hispanic community to push forward. We are so excited to share this creative that inspires and celebrates the Latino spirit of never settling.”
Two :15-second commercials, “CEO” and “Grad,” further amplify the message by delivering stories that showcase the enduring spirit of never giving up on life goals. The spots were directed by award-winning filmmaker Nicolai Fuglsig, director of the action-war film 12 Strong.