The stars of tomorrow are the biggest fans today
Instead of turning to celebrity players and coaches for the big tournament, Toyota is taking a fresh look at the sport through the eyes of its most underappreciated fans – children. The heart of the campaign is a :60-second commercial titled, “Sleeping,” featuring tomorrow’s future soccer stars in the making. They’re coming home exhausted and sleeping in their parents RAV4, dreaming of one day playing on the World Cup field. The spot calls viewers to never stop believing, whether it’s reaching for their dreams or rooting for their favorite team in the tournament.
“Fútbol courses through the veins of all Latinos, and this is an immense cultural moment,” said Veronica Elizondo, chief creative officer at Conill. “Our creative work touches on the sentiment ingrained in many of us as children, to never stop believing in our home team because they can win no matter the obstacles.”
A series of videos for digital and social channels highlights kids’ undaunted belief in their favorite teams, even if they may not be predicted as the winners. In “The Biggest Fans,” parents predict the winners of the World Cup, while their children passionately root for their home teams, whether its Mexico, Argentina or the USA.