This holiday season, Toyota celebrates the joy of family togetherness with its heartwarming new campaign, “Naughty List,” created by Conill, Toyota’s Hispanic creative agency. The story unfolds through the eyes of a mischievous boy on a heartfelt journey with his dad. Determined to avoid Santa’s naughty list, the boy’s playful antics highlight the cherished bond between father and son as they drive through town in a 2024 Tundra, sharing humorous and touching moments that embody the spirit of the holidays.
Toyota made history as the presenting sponsor of Telemundo’s inaugural broadcast of “Christmas in Rockefeller Center,” reimagined for Spanish-speaking audiences as “Navidades en Rockefeller.” During the special event, Toyota premiered “Naughty List,” bringing this iconic holiday tradition to Spanish-language viewers for the first time.
“Beneath the playful tale of a boy making amends to stay on Santa’s ‘nice’ list, the spot is truly about the bonds and values that define family,” said Conill’s Chief Creative Officer Veronica Elizondo. “We aimed to create a lighthearted, relatable story that highlights how the holidays bring families together, even amid life’s unexpected challenges. It’s funny, heartfelt, and packed with charm, making it stand out among traditional holiday ads.”
After its debut during “Navidades en Rockefeller,” the spot also aired on Telemundo’s morning show, “Hoy Día.” Starting December 10, the :60-second spot will be broadcast widely across TV and digital platforms through December 24.
The campaign’s Hispanic TV coverage includes a mix of top broadcast networks like Univision, Telemundo, and UNIVERSO, as well as targeted cable channels such as Discovery en Español. High-profile programming amplifying the campaign includes Telemundo’s “Hoy Día” and UNIVERSO’s “Sunday Night Football.”
On digital platforms, the campaign features strategic sponsorships like Canela’s Navidad Movie Collection and Pandora’s Navidad Mexican station, with additional support from Hulu, ViX, Weather Channel en Español, Peacock, Roku, Netflix, and YouTube. Social content will also be shared via Telemundo’s channels, ensuring “Naughty List” resonates with audiences across media.
