This holiday season, Toyota is bringing an enduring and endearing message of love and togetherness to cross-cultural audiences through a new commercial developed by Conill, in collaboration with international creative studio LOBO.
"The Journey" shares a unified message of family bonding with a unique visual approach featuring the Toyota RAV4 at the center of the storyline. Created entirely through CGI to overcome production challenges related to the COVID-19 pandemic, the commercial was directed by Mateus De Paula Santos and the directing duo Alton (comprising Felipe Machado and Tiago Marcondes).
"The Journey is a story about a dad who sets on a road trip with his son to chase a lost letter to Santa, only to realize that bonding with his son is the biggest treasure he could possibly find,” said Gustavo Sarkis, Chief Creative Officer for Conill. “2020 has been a tough year for everyone, everywhere. However, one positive thing that this crisis has taught us is that there is nothing more important than those that you love.”
The commercial also features an original song, “Here for you,” written and performed by singer/songwriter Stacey Walker, and will be available for listening on Spotify and other music platforms to coincide with the official launch of the work.
Produced in both English and Spanish, “The Journey” premiered during the Thanksgiving Day Parade and Sunday Night Football. The campaign officially launches December 10 across a variety of Spanish and English programming on broadcast and digital channels.
Directors: Mateus De Paula Santos; Alton