Creativity

Toyota made a super-strong coffee for early-rising Hispanic World Cup fans

Campaign by Conill Saatchi & Saatchi promotes the Tundra pickup

By Alexandra Jardine. Published on Jun 28, 2018

Editor's Pick

With the World Cup in Russia, many brands in the Americas have been basing their campaigns around the fact that the games are on really early -- from Fox Sports' campaign around "when beer becomes breakfast" to Mexican dairy brand Lala suggesting milk be the drink of the tournament and beer brand Sangre de Malta suggesting it not be the chosen beverage.

Toyota is the latest, with a campaign aimed at Hispanic viewers promoting its Tundra pickup. It actually created its own super-strong coffee, sourcing it from Mexico with a video that shows the Tundra going deep into the remote Chiapas region to collect the beans. (It also has some humorous moments showing the poor fans' efforts to wake up early -- one guy has strange square shaped marks on his forehead from falling asleep at his keyboard.)

The campaign, by Conill Saatchi & Saatchi, includes giving people an opportunity to sample the coffee at a Tundra Power Mobile Coffee Shop stationed near special viewing parties and venues. Toyota Latino social media channels will also promote the coffee, and fans can use #TundraPower and #Ad to receive their own coffee at home.

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Credits

Date
Jun 28, 2018
Client:
Toyota
Agency:
Conill Saatchi & Saatchi L.A.
Chief Creative Officer:
Diego Yurkievich
Group Creative Director:
Veronica Elizondo
Group Creative Director:
Martin Cerri
Associate Creative Director:
Aldo Murillo
Senior Copywriter:
Frank Traynor
Senior Art Director:
Santiago Miculitzki
Director of Production:
Carlos Barciela
Associate Director of Integrated Production:
Krysta Kent
Associate Director of Integrated Production:
Monika Torres
Digital Innovation Lead of Production:
Miguel de la Lama
Management Director:
Anabel Ordoñez
Account Director:
Patty Mira
Account Supervisor:
Viviana Suarez
Director of Content Strategy:
Laura Semple
Senior Strategic Planner:
Dalit Zagorin
Director of Social Media:
Andy Nelson
Director of Media Insights:
Diana Stumvoll
Chief Communications Officer:
Chris Traina
PR Director:
Delia Lopez
Director of Sports and Entertainment:
Carlene Rowe
Client Relations & Brand Partnerships:
Cilmara Santos
Production House:
Sweatpants Media
Director:
Kit Lynch Robinson
Executive Producer:
Andy Bell
Executive Producer:
Elliott Perrigo
Editor:
JP Cadaveira
Music:
Animal Music
Recording Studio:
Animal Music
Post Facility:
MAKINE

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