Toyota's Holiday Campaign: Key Findings
- Toyota's separate English and Hispanic ads prove bilingual marketing requires distinct creative, not translations of the same script.
- The campaign shows automotive brands can reach diverse audiences by specifically speaking about cultural experiences.
- A $215,000 Boys & Girls Clubs donation demonstrates how purpose-driven campaigns extend brand storytelling beyond seasonal product pushes.
Toyota launched two completely different holiday campaigns this year, each built from the ground up for English and Hispanic audiences.
The automotive brand aired two distinct spots during NBCUniversal's Rockefeller Center specials on December 3.
"The Holiday Job," created by multinational agency Saatchi & Saatchi and directed by Speck & Gordon at Furlined, premiered during "Christmas in Rockefeller Center" on NBC and Peacock.
The best way to kick off the holiday season is here! 🎄 Christmas In Rockefeller Center LIVE Wednesday 8/7c | NBC and Peacock pic.twitter.com/yDmVhEh4TJ
— NBC Entertainment (@nbc) December 1, 2025
"Running Late," created by Latino-American agency Conill and directed by Max Malkin, debuted on Telemundo's "Navidades en Rockefeller Center."
Using separate agencies for each campaign, Toyota treated these as distinct creative briefs requiring different cultural perspectives.
Gift-Giving as Covert Ops and Cultural Chaos
"The Holiday Job" treats gift-giving like a spy thriller.
Parents use a Tundra to smuggle presents, while a husband executes shopping maneuvers in a Prius. Meanwhile, a couple hides toys in a Tacoma bed under darkness.
The tongue-in-cheek format positions Toyota vehicles as accomplices in keeping holiday surprises a secret, even from your dogs.
"Running Late," on the other hand, leans into the chaos Hispanic families deal with during Christmas Eve.
The spot follows family members rushing to pick up their 70-year-old tía, finishing holiday flan, and praying it survives the ride in their Highlander.
"This year's holiday message celebrates the small, joyful moments that come from making others feel special," Mike Tripp, group VP of Toyota Marketing North America, said in a statement.
With this approach, vehicles can become storytelling devices that are grounded in real family moments, not manufactured holiday fantasies.
Placements That Matched the Strategy
Toyota is also deploying these two ads strategically.
"The Holiday Job" will air on NBC's "Sunday Night Football" through December 21 and runs in cinemas from December 5 through 25.
This aligns with Hallmark and Freeform holiday programming, where families gather for seasonal content.
"Running Late" spans Univision, Telemundo, UNIVERSO, Discovery en Español, and connected TV partners including ViX, Peacock, Canela, and Roku.
This media mix follows how Hispanic audiences consume content across traditional broadcast and streaming.
The campaign is also tied directly to Toyota's ongoing partnership with Boys & Girls Clubs of America.
The automaker has invested over $40 million into the non-profit youth organization over two decades.
It also donated $215,000 plus a 2025 Tundra, presented on NBC's TODAY Show.
The partnership shows how brands can use holiday advertising to activate year-round commitments that extend beyond December.
For brands planning multicultural holiday campaigns, Toyota's strategy shows what works when reaching diverse viewerships:
- Build bilingual campaigns that speak to cultural experiences, not just translated copy from English ads.
- Place holiday advertising during cultural moments that matter to specific communities, like Telemundo's tree lighting special alongside NBC's.
- Tie seasonal brand campaigns to year-round partnerships that show commitment beyond December marketing pushes.
Different audiences experience holidays differently, from family traditions to actual media habits.
Brands that build creative work, media strategies, and partnerships around these cultural realities are more likely to connect authentically.
Our Take: Does Bilingual Advertising Still Feel Like an Afterthought?
Not when done right.
In my view, Toyota's approach shows that the brand understands that Hispanic audiences deserve campaigns tailored to their lived experiences.
"Running Late" captures the specific rhythm of Hispanic family gatherings in ways that generic advertising might miss.
As diverse audiences grow, brands investing in authentic storytelling will build stronger connections than those treating multicultural marketing as mere translation.
In other news, Ford's "Naptime" campaign shows Santa using its mobile service to rest during the holiday rush, positioning automotive brands as a solution to seasonal stress.
Automotive brands need partners who understand how to build campaigns for diverse audiences. Find top automotive branding agencies in our directory.
