Fresh Toyota creative from Machado Garcia-Serra.

Machado Garcia-Serra just completed production of a new Spanish-language television and radio campaign for Southeast Toyota Distributors, LLC and their dealer group entitled La Maravillosa T Street. A total of four spots were produced to support Toyota’s most popular car-based vehicles: the Corolla and the recently redesigned Camry and RAV4.

La Maravillosa T Street is the Hispanic interpretation of the lifestyle sought after in the American Dream: a fusion between the harmony and comfort manifested in the American suburban community born in the 1950’s and the genuine neighborly warmth that is common part of everyday life in Latin America. La Maravillosa T Street is a diverse community where all residents happily own a Toyota vehicle, the essence of their unity as neighbors.

“The La Maravillosa T Street campaign speaks to the aspirations and diversity of U.S. Hispanics and how Toyota is the one cohesive element representative of all that bonds them as a community,” said Manuel Machado, CEO and Co-Chairman of MGS. “We look forward to having this new work be an integral part of another year of success for Southeast Toyota.”

The integrated campaign will be supported by radio, direct mail and point-of-sale (POS) materials, with limited print and targeted online presence. SET is seeking to grow its market share of the category by expanding its Hispanic advertising program beyond Florida and Georgia and into rapidly growing markets in North Carolina.

A brief description of each spot follows:

“Sr. Morales” – Toyota Camry: Sr. Morales knows all about the latest technologies, which it’s why his new 2007 Toyota Camry with a Smart Key System with Push Button Start and Bluetooth technology is perfect for him.

“Sra. Gomez” – Toyota Camry: Sra. Morales knows about style and the good things in life, but keeps close attention to her budget, which it’s why the 2007 Toyota Camry has the combined style and value that she prefers.

“Julio” – Toyota Corolla: Julio wants a car that is attractive, sporty, reliable and doesn’t burn his pockets, which it’s why the dependable 2007 Toyota Corolla with 41 MPG is ideal for his active social lifestyle.

“Luis y Laura” – Toyota RAV4: Luis wanted a vehicle with power and Laura needed space, which it’s why they agreed on the new 2007 Toyota RAV4 with 40% more space and a powerful V6 engine.

The new year-long campaign will begin airing in January 2007 throughout markets in Florida, Georgia and North Carolina on Spanish-language television and radio. A separate campaign is under development to support Toyota’s truck-based SUVs and trucks, including the totally redesigned and bigger 2007 Tundra.

Credits:
Creative Director and Copywriter: Carlos Chacin
Director: Carlos Chacin
Production Company: RunWild Productions
Producer: Jorge Khuly
Post Production: Postmaster Video
Editor: Jesus David Yepes