Toyota Tundra is made to withstand the roughest work conditions. But it had a problem—Hispanic consumers thought it looked "too pretty" to put it to work. What if it got scratched?
That's why we took advantage of a Gold Cup partnership and found a parallel with the world of soccer—whether it’s a Toyota Tundra or a pair of soccer cleats—you won’t discover everything they’re capable of unless you break them in.
Directed by Ida Cuéllar
On social, we partnered with Mexican comedian Adrian Uribe to show the parallels between hard work on a Tundra and hard work as a fan.