Dionne Colvin-Lovely from Toyota: We are seeking innovative ways to take advertising beyond the norm and create captivating content

With two 30-second humorous commercials, Toyota RAV4 2016 Híbrida made its debut in the 50th edition of the Super Bowl on ESPN Deportes in Spanish. “The Super Bowl 50 coverage on ESPN Deportes represents a fantastic way to reach Spanish-language sports fans. Toyota and other marquee sponsors recognize the importance of this burgeoning audience and we look forward to debuting their ads during the game” said Wendell Scott, SVP of Multimedia Sales at ESPN.”Toyota continues to look at innovative ways to take our advertising beyond the norm, and to create engaging content” said Dionne Colvin-Lovely, Director of Rraditional and Emerging Media, Toyota Motor Sales, U.S.A. referring to the campaign La misma historia comprised by two spots titled Canción de cuna and Encuentro.Commercials that aim to motivate people to create new and exciting stories with the RAV4 Hybrid as their enabler were developed by Hispanic agency Conill. In the commercials the audience meets with individuals who share the same old story with a friend, while those around them fall asleep or finish their sentences for them because it’s all so familiar. In the next phase of the campaign, consumers will be invited on social media to a game that motivates them to get out of their comfort zone and do things they normally don’t do. The effort will include a RAV4 Hybrid challenge, where three experts – a sports figure, a techy, and a musician – receive ideas from fans on how they can escape the tedium of their routines.