Toyota USA

Sleeping and the Biggest Fans

Agency: Conill


Instead of loading up on celebrity players and coaches, Toyota is taking a fresh look at the game through the eyes of the sport’s most underappreciated fans – children. The heart of the creative is a :60-second commercial titled, “Sleeping,” featuring tomorrow’s future soccer stars in the making. Their coming home exhausted and sleeping in their parents RAV4, dreaming of one day playing on the World Cup field. on their way home from a hard-fought game. The spot calls viewers to never stop believing, whether it’s reaching for their dreams or rooting for their favorite team in the tournament!

“Fútbol courses through the veins of all Latinos, and this is an immense cultural moment,” said Veronica Elizondo, chief creative officer at Conill. “Our creative work touches on the sentiment ingrained in many of us as children, to never stop believing in our home team because they can win no matter the obstacles.”

A series of videos on digital and social channels highlights kids’ undaunted belief in their favorite teams, even if they may not be predicted as the winners. In “The Biggest Fans”, viewers watch as parents predict the winners of the World Cup, while their children passionately root for their home teams, whether its Mexico, Argentina or the USA.

Additional videos will be shared as the tournament progresses, from pre-game shout-outs to reaction videos that are sure to make some fans laugh and others cry. There will even be a talk show parody between two kids, one from Mexico and another from the U.S., debating the outcome of the games with Telemundo Deportes anchor, Miguel Gurwitz.

All the social videos will be shared across Toyota Latino social media channels.

This professional campaign titled 'Sleeping and the Biggest Fans' was published in United States in November, 2022. It was created for the brand: Toyota USA, by ad agency: Conill. This Digital and Film media campaign is related to the Automotive industry and contains 2 media assets. It was submitted over 1 year ago by Chief Communications Officer: Chris Traina of Conill.


Advertising Agency: Conill, USA

Chief Creative Officer: Veronica Elizondo
ACD Head of Art: Brunno Cortez
Executive Creative Director: Sebastian Garin
ACD: Luciano Griessi
Creative Director: Mauricio Macias

VP Director Of Production: Carlos Barciela
Director, Content Production: Krysta Rosales
Sr. Producer: Fran Lozano

VP, Director of Business Affairs: Valentina Dostal
Business Affairs Supervisor: Linda Flores
SVP/Director of Team, Content and Platform Mobilization: Sandy Mayer
Project Manager: Josemar Brown

EVP, Managing Director: Ana Rodriguez
VP, Management Director: Anabel Ordonez
Senior Group Account Director: Patty Mira
Management Supervisor: Lissete Jimenez
Sr. Account Executive: Ana Muñoz
Account Coordinator: Mary Spencer

VP, Media Director: Diana Stumvoll
Group Media Director: William Formeca
Media Supervisor: Alexandra Contreras
Associate Media Director: Nancy Bueno-Shoats

Chief Strategy Officer: Laura Semple
VP, Group Director of Strategic Planning: Alejandro Oszust
Associate Planning Director: Caroline Hayward

SVP, Chief Communications Officer: Chris Traina
Director of Public Relations: Delia Lopez

Production Company: MJZ
Executive Producer: Emma Wilcockson
Line Producer: Karen O'Brien
Director: Nicolai Fugslig
Director of Photography: Matty Libatque

Editing Company: Cartel Editorial
Managing Director: Lauren Bleiweiss
Executive Producer: Viet-An Nguyen
Producer: Caylee Banz & Greer Gratschie
Editor: Graham Chisholm
Assistant Editor: Scott Beatty & Ramon DeSouza

Music Company: Human
Music Title: Arrangement of “We Are The Champions"
Head of Sync and A&R: Kamela Anderson
EP : Carol Dunn
Creative Director: Gareth Williams
Composer: Ed Dunne
Sound Designer: Daryl Pinsdorf

VFX/Finishing: Company 3
Lead Flame Artist: Matt Welch
VFX Supervisor: Ben Walsh
Producer: Brian Buxton

Final Mix: Harbor
Engineer: Diego Arancibia
Senior Producer: Lauren Boyle

Production Company: Cortez Brothers
Executive Producer: Andrés Navia
Line Producer: Enrique Ramírez
Director: Javier Nir - Paisanos
Director of Photography: Germán Vilche

Editing Company: Pascui
Executive Producer: Pascui Rivas
Editor: Pascui Rivas - Alejandro "BruHa" Heiber

Grupo Jaime Câmera
Toyota USA


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