Saatchi & Saatchi Los Angeles and Conill reveal the science of fun with its new campaign Sal a jugar for Toyota

If your heart doesn’t beat a little faster after watching the all-new Toyota Tacoma broadcast spots, you might want to check your pulse. America’s best-selling, midsize pickup takes off-roading to new heights in the latest multicultural campaign delivered by Toyota and its advertising agencies Saatchi & Saatchi Los Angeles and Conill. Debuting last monday 5th, the Tacoma creative targets those addicted to authentic, adventurous living without boundaries, where dirt clouds and mud sprays are rites of passage.“I’m totally pumped that Toyota is introducing an all-new generation of the Tacoma” says Jack Hollis, VP of Marketing, Toyota Motor Sales, U.S.A. In addition to the main path of the campaign, Toyota’s Hispanic marketing agency, Conill, has added another online leg to the journey, one that focuses on the Latino market. Using culturally relevant insights and a little competition, Sal a jugar (Go Out & Play) highlights hard working Latinos who reward themselves by seeking out new adventures. The objective: to measure the level of fun participants had driving the Tacoma. Special wristbands monitored the electrodermal activity of each person on competing teams during a series of outdoor challenges.”We as Latinos tend to more closely associate this vehicle class with work and business than other groups” says Javier Campopiano, CCO at Conill. “This led us to a surprising idea to show our guests how much fun the all-new Tacoma can be. Putting some real science behind it adds another dimension to the experience. It’s an interesting twist for the category.”