Toyota Launches 'Naughty List' Christmas Commercial from Conill

Toyota has launched a new heartwarming holiday spot to get everyone's festive spirits up. 

Developed by cultural marketing and advertising agency Conill, the latest efforts are marked by a one-minute spot that follows the journey of a mischievous boy as he goes about his day with his dad and tries his best to stay off Santa's "Naughty List."

The short advert also shines the spotlight on Toyota's 2024 Tundra pick-up, which serves as the family's car during the father-and-son's busy day of undoing the boy's pranks. 

 

 

 

 

 

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The spot initially debuted in Telemundo's broadcast of "Christmas in Rockefeller Centre," where Toyota served as the presenting sponsor.

Conill Chief Creative Officer Veronica Elizondo shared her thoughts behind the campaign, saying that beyond the boy's tale, the spot is "truly about the bonds and values that define family."

The latest efforts from Toyota and Conill serve as a worthy addition to the string of heartwarming stories this holiday season, highlighting how businesses partnering with agencies can generate campaigns that highlight brands' identities and values.

By focusing on family in a witty way, the automobile giant hopes to create emotional engagement from its audiences as it shows the true spirit of Christmas in the eyes of a child. 

Naughty or Nice

The one-minute commercial kickstarts with a young boy named Mateo watching a cartoon on his tablet, which tells him that Santa won't bring him any presents if he's been naughty.

Mateo then asks his father driving the Tundra to turn back, and they head back to his school. 

After getting out of the car, the boy scrambles to undo his mischievous acts, such as adding googly eyes to a wall poster, getting the gum he stuck under the school's desk, and getting a skateboard off a tree. 

Mateo then returns the skateboard to its owner, leaving a note that says: "I'm sorry :("

 

 

 

 

 

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However, the kid is only getting started. 

Mateo moves back a signage to its original position, returns all the candy canes he stole, adorably hiding his face from the police on the street, and returns a doll's head to a young girl — all to secure a gift from Santa. 

In the end, Mateo gets a helmet as a present, with his efforts of being nice paying off. 

Right after getting his gift, he heads off into the front yard to destroy his sister's snowman, as the screen writes: "Felices Fiestas."

Prior to "Naughty List," Toyota launched another spot titled "Real Reward," which also shines the spotlight on the 2024 Tundra.

Here, a couple stumbles upon a lost dog and does everything it takes to bring their new furry friend back to the loving arms of a little girl. 

When the girl's dad offers a reward as thanks, the couple immediately says no, with the husband adding that the heartwarming scene in front of them is "reward enough."

Meanwhile, Volkswagen and agency Johannes Leonardo launched the new "Life Half-Full" campaign to celebrate the arrival of the ID. Buzz EV Minivan in the U.S.