The spot is pretty understandable even if you don’t speak Spanish. Toyota has provided a synopsis, available below, but basically, people tell boring stories and other people fall down (so, only sort of like The Happening, and with less death). To the rescue, somehow, comes the RAV4 Hybrid. It’s not the “original and exciting new” story that Toyota claims it is, but it is going to be on the Spanish Super Bowl.
February 05, 2016
Torrance, Calif., Feb. 5, 2016 — The 2016 Toyota RAV4 Hybrid will drive into all the game-day action this Sunday with two humorous 30-second commercials on ESPN Deportes’ Spanish language telecast of Super Bowl 50.
Centering on the theme “same old story,” the campaign aims to spur people on to create original and exciting new stories with the RAV4 Hybrid as their enabler. In the spots “Lullaby” and “Gathering” – developed by Toyota’s Hispanic agency, Conill – viewers encounter individuals sharing their same old story with a friend, while those around them either fall asleep or finish their sentences because its all too familiar.
“Toyota continues to look at innovative ways to take our advertising beyond the norm, and to create engaging content,” said Dionne Colvin-Lovely, director of traditional and emerging media, Toyota Motor Sales, U.S.A. “The campaign dares the new generation of drivers to explore the unknown with the RAV4 Hybrid and go as far as they’re willing to go.”
Wendell Scott, senior vice president of multimedia sales at ESPN, added, “The Super Bowl 50 coverage on ESPN Deportes represents a fantastic way to reach Spanish-language sports fans. Toyota and other marquee sponsors recognize the importance of this burgeoning audience and we look forward to debuting their ads during the game.”
In the next phase of the campaign, consumers will be invited to join in a social media play that encourages people to get out of their comfort zone and do things that they don’t usually do.
The effort will include a RAV4 Hybrid challenge, where three experts – a sports figure, a techy, and a musician – receive ideas from fans on how they can escape the tedium of their routines and find a new adventure.
ESPN Deportes will be the Spanish-language destination of Super Bowl 50, presenting coverage of the game on ESPN Deportes TV, ESPN Deportes Radio and WatchESPN, live from Levi’s Stadium in Santa Clara, CA on Sunday, February 7 beginning at 4:30 p.m. ET. This is the first ever Super Bowl telecast for ESPN Deportes, brokered via an agreement with CBS, home of Super Bowl 50.”
About Toyota
Toyota (NYSE:TM), the world’s top automaker and creator of the Prius and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we’ve built more than 30 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 42,000 people (more than 33,000 in the U.S.). Toyota operates 1,800 North American dealerships (1,500 in the U.S. alone which sold almost 2.5 million cars and trucks in 2015) – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.
Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment. As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good.
