Toyota Celebrates Unbreakable Passion of Latino Soccer Fans with New Campaign
This summer, Toyota is thrilled to unveil its latest campaign titled ‘El aguante es lo nuestro’, translating to ‘Endurance is Our Game,’ which aims to showcase the unwavering passion that Latino soccer fans have for the sport. The campaign centers around themes of faith, resilience, and the indomitable spirit of perseverance, drawing a compelling parallel between the dedication of soccer fans and the durability of Toyota trucks.
The campaign captures the essence of enduring through both good and bad times, much like how Latino fans passionately support their teams, no matter the circumstances. In the words of Mike Tripp, Vice President of Toyota Marketing, “For Latino soccer fans, endurance is measured not just by strength but by their faith.” Over the past decade, Toyota has woven itself into the cultural fabric of soccer, forming genuine connections with fans whose love for the sport spans generations. This enduring spirit mirrors the design and performance of their trucks, which are built to go the distance without faltering.
At the heart of this creative campaign is a cinematic 30-second advertisement titled 'Tormenta de Lágrimas’ (Storm of Tears). The ad follows a group of friends driving their Toyota truck through a downpour, singing a new rendition of the traditional song ‘Cielito Lindo,’ reimagined with lyrics that resonate with their journey. The storm acts as a metaphor for the inevitable tears and challenges that arise in life’s journey, emphasizing that despite any difficulties—weather-related or otherwise—true fans stick by their teams and drive their Toyota trucks with pride.
To spice things up further, the campaign will blend into social media. Renowned actor and singer Anthony Ramos will appear as a meteorologist forecasting the arrival of a ‘storm of tears’ while energizing fans through lively soccer chants.
Moreover, Toyota is creating a vibrant community-centric experience through its initiative, Toyota Football Club (Toyota FC), which will pop up in various cities, turning this campaign into a lively celebration of fandom. These events will take place in Houston, Texas on June 27 and 28, and in Miami, Florida on July 11 and 12. Each event promises an immersive experience filled with music, art, sports merchandise, 3v3 tournaments, and, of course, showcases of Toyota trucks, providing fans the chance to weather challenges together, united by their shared love for the game.
Toyota’s longstanding partnership with soccer transcends mere sponsorship; for over a decade, the company has committed itself to supporting the sport, fostering a culture that connects generations. By maintaining a consistent presence within the soccer world, Toyota reinforces its genuine bond with fans, supporting a culture and a game that defines their passion.
For more details on the campaign and to keep up with the events at Toyota FC, follow Toyota on social media @ToyotaLatino and visit their dedicated website. Let’s come together under the banner of soccer and resilience—#VayamosJuntos.
As a leading automotive manufacturer, Toyota has been part of the North American cultural landscape for nearly 70 years, striving to provide sustainable mobility through its Toyota and Lexus brands. With a workforce of around 64,000 employees in North America, the company plays pivotal roles in automotive design, engineering, and assembly across its network of manufacturing plants. Notably, beginning in 2025, Toyota will start assembling automotive batteries in its plant in North Carolina, furthering its commitment to innovation in electrified vehicles.
The campaign captures the essence of enduring through both good and bad times, much like how Latino fans passionately support their teams, no matter the circumstances. In the words of Mike Tripp, Vice President of Toyota Marketing, “For Latino soccer fans, endurance is measured not just by strength but by their faith.” Over the past decade, Toyota has woven itself into the cultural fabric of soccer, forming genuine connections with fans whose love for the sport spans generations. This enduring spirit mirrors the design and performance of their trucks, which are built to go the distance without faltering.
At the heart of this creative campaign is a cinematic 30-second advertisement titled 'Tormenta de Lágrimas’ (Storm of Tears). The ad follows a group of friends driving their Toyota truck through a downpour, singing a new rendition of the traditional song ‘Cielito Lindo,’ reimagined with lyrics that resonate with their journey. The storm acts as a metaphor for the inevitable tears and challenges that arise in life’s journey, emphasizing that despite any difficulties—weather-related or otherwise—true fans stick by their teams and drive their Toyota trucks with pride.
To spice things up further, the campaign will blend into social media. Renowned actor and singer Anthony Ramos will appear as a meteorologist forecasting the arrival of a ‘storm of tears’ while energizing fans through lively soccer chants.
Moreover, Toyota is creating a vibrant community-centric experience through its initiative, Toyota Football Club (Toyota FC), which will pop up in various cities, turning this campaign into a lively celebration of fandom. These events will take place in Houston, Texas on June 27 and 28, and in Miami, Florida on July 11 and 12. Each event promises an immersive experience filled with music, art, sports merchandise, 3v3 tournaments, and, of course, showcases of Toyota trucks, providing fans the chance to weather challenges together, united by their shared love for the game.
Toyota’s longstanding partnership with soccer transcends mere sponsorship; for over a decade, the company has committed itself to supporting the sport, fostering a culture that connects generations. By maintaining a consistent presence within the soccer world, Toyota reinforces its genuine bond with fans, supporting a culture and a game that defines their passion.
For more details on the campaign and to keep up with the events at Toyota FC, follow Toyota on social media @ToyotaLatino and visit their dedicated website. Let’s come together under the banner of soccer and resilience—#VayamosJuntos.
As a leading automotive manufacturer, Toyota has been part of the North American cultural landscape for nearly 70 years, striving to provide sustainable mobility through its Toyota and Lexus brands. With a workforce of around 64,000 employees in North America, the company plays pivotal roles in automotive design, engineering, and assembly across its network of manufacturing plants. Notably, beginning in 2025, Toyota will start assembling automotive batteries in its plant in North Carolina, furthering its commitment to innovation in electrified vehicles.
Topics Consumer Products & Retail）
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