Southeast Toyota unveils news ads by MGSCOMM.

Southeast Toyota Distributors, LLC (SET) announced the launch of its new Spanish-language advertising campaign for its core 2013 model year vehicles.  Developed by its agency of record since 2003, MGSCOMM, the campaign utilizes a sitcom format to illustrate the role the Toyota brand and its vehicles play in the lives of Hispanic families in the U.S.  The new 30 second spots featuring modern day Hispanic family Los Garcia airs locally on Spanish-language television in Miami, Orlando, Tampa, Ft. Myers, West Palm Beach, Raleigh, Charlotte and Atlanta DMAs.
 
More than a traditional advertising campaign, Los Garcia is a lighthearted depiction of a modern Latino family living in the U.S. with varying acculturation levels.  Ricardo, the Cuban father, is married to Claudia, a Colombian, both of whom came to the U.S. at a young age.  They have boy and girl 20-year-old twins, Ricardito and Adriana, as well as their 11-year-old son, Manuelito, all of whom proudly call themselves Latinos, while also having American customs and values.  The series of television spots presents Ricardo’s passion for the Toyota brand as not only a proud owner of a Toyota but also as a knowledgeable salesman at a Toyota dealership.
 
“Southeast Toyota is proud of its long-standing commitment to the Hispanic market and strongly believes in the importance of connecting with this audience, which forms such a vital part of our business.  We love that these consumers embrace their cultural nuances that make them unique.  That is the foundation of the Los García campaign.” said Hank Grooms, VP of Marketing for Southeast Toyota.
 
The Toyota Corolla spot kicks off the campaign by introducing the entire family at the Toyota dealership where Ricardo is a Toyota salesman.  While showcasing the vehicle’s competitive features, the spot presents a humorous approach to Hispanic car-buying when it culminates with the entire family seated in the new Corolla, a humorous take on how Hispanics buy cars.
 
Toyota Camry and Prius executions further reinforce the significance that Toyota holds within the family at different life stages.  In these spots, the viewer will appreciate the amusing dynamic within the Los Garcia clan while delivering on the Quality, Durability and Reliability that has long defined the Toyota brand.  This is brought to life in the Prius spot, where Adriana’s new American boyfriend Bobby arrives at the house and instantly breaks down Ricardo’s protective barrier because he drives a Toyota Prius.
 
Extended versions of the spots will be featured on the Spanish-language website, http://www.CompraUnToyota.com.