The Libertadores Cup (equivalent to the Champions League) used to be called the Toyota Cup but the name changed due to international deals. Although we couldn’t call it the Toyota Cup anymore, we still wanted to own the transmission for our Toyota Corolla launch campaign. The communication goal of the umbrella campaign was to increase the emotional connection with Corolla and the feeling that “Corolla love is contagious".

The message was communicated to the audience in an entertaining way instead of annoying them, as a regular sponsorship would have done. The audience fell in love with the spots as well and we owned the transmission.

We used the lower frame of the screen to seamlessly integrate entertaining videos that made you believe that the lineman, a reporter and a substitute player were distracted because they were falling in love with the new Corolla.

We call this segment Latino Traditionalist Winners. Age: 20-35. They are hungry for success and recognition. What they have, others must want.

Most Young Latinos living in the US love soccer. Almost every Latino loves soccer. So if you show that in the world of soccer the Corolla is loved as well, we are showing the acceptance for the new Corolla and reinforcing the feeling that the Corolla love is contagious.