Toyota Takes 2006 4runner ‘Crosses Over’.

Conill Advertising has wrapped up production on their latest television spot for Toyota’s 2006 4Runner. Created originally to speak to Hispanic SUV intenders, Toyota announced that the spot will also air on General Market broadcast television and cable networks.

“We were very impressed with Conill’s development and execution of this spot”, said Steve Jett, Toyota’s National Advertising Manager for Trucks and SUVs. “The idea was so compelling that we decided to produce an English-language version to run in the General Market”.

The new :30 spot capitalizes on the strong positioning enjoyed by 4Runner among U.S. Hispanics; “4Runner is the SUV that makes Hispanics feel like they can go anywhere”. The spot entitled “Singers” cleverly illustrates how the 2006 4Runner is “ready for anything you can think of”.

The :30 spot depicts a 4Runner being adeptly maneuvered by it’s driver through tough jungle terrain.

Distinctly tribal-sounding music accompanies the 4Runner over rocks, through rivers and around corners. The twist at the end of the spot reveals that the music is actually coming from the passengers in the back seats of the 4Runner….members of the native “Yanomami tribe” who are being delivered safely back to their remote camp.

“The Yanomami tribe, which has maintained it’s customs and traditions, live in remote, hard-to-reach areas of Brazil, Venezuela and parts of Peru, making them ideal to feature in the 4Runner spot”, said Carlos Martinez, General Manager of Conill Los Angeles.

Casting, wardrobe and set design were all carefully crafted to maintain authenticity. Actual members of a Yanomami Indian tribe in Brazil were cast in the commercial.

The Spanish-language version is set to begin airing on October 3rd on Spanish-language broadcast and cable networks such as Univision, Telemundo, Telefutura, and Fox Sports Español. The English-language version will debut shortly thereafter in premier sports programming such as Monday Night Football, the NFL on Fox and CBS NFL Football.