Toyota's in-house production studio Wolfhouse collaborated with advertising agency H/L to launch a bilingual campaign celebrating diversity.
Two new commercials are set to air in both English and Spanish to showcase Toyota’s deep connection to the region’s diverse population.
Toyota is the top-selling auto brand in Northern California, with a market share boost driven by the area’s robust Hispanic and Asian consumer base.
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The campaign highlights a broader trend in advertising, where brands recognize the importance of multicultural engagement.
By aligning its message with the cultural values of Hispanic and Asian communities, H/L Executive Creative Director Dallas Baker said the campaign reinforces Toyota's position as the top choice for these growing consumer segments.
"We aim to reflect the region’s diversity through genuine storytelling. Our approach goes beyond translation; it's about resonating authentically with audiences across generations," he added.
According to Toyota, the strategy already resulted in a 2% point increase to 23% market share among Hispanic consumers and a 4% point jump to 19% among Asian consumers in the past year.
Recognizing Consumer Diversity
"Perspective" begins with a white man snapping a selfie in front of his Toyota Limited Hybrid, joined by two friends: an African-American man and an Asian woman.
After loading their hiking gear and bags, the trio drives off toward a lush, forested area. The Asian woman takes a selfie before turning the camera toward her friends, who wave her over with excitement.
The message: "Sometimes, the best way to connect is to disconnect altogether," and Toyota can help you do this.
As the group sets off down a scenic trail, the video fades to a crisp white screen, featuring the Toyota logo and tagline, "Toyota, Let's Go Places."
Meanwhile, "Zoom" begins with a heartwarming moment as a Hispanic woman sheds tears of joy when her parents surprise her with a Toyota as a graduation present.
The family gathers around the car, capturing celebratory photos.
"Sometimes, you need to look at the big picture. Just like Toyota does, consistently redesigning and rethinking its vehicles to make them even more reliable and safe, so you can drive more confidently towards the future."
Later, the woman drives off with her mother, who scrolls through the pictures from earlier in the day on her phone, closing the spot.
H/L and Toyota have a history of creating memorable campaigns together, having recently teamed up with 49ers quarterback Brock Purdy for a comedic spot where he magically "poofs" into fans' living rooms.
