The redesigned 21MY Toyota Sienna and Colombian Latin Pop Band, Piso 21, star in an original music video featuring a new track composed in its entirety from the vehicle’s sounds. “La Vida Sienna” takes us to a paradisiacal beach where the band finds, in the Sienna and nature surrounding them, everything they need to make great music. The piece reflects the adventurous spirit of those who go to the beat of their own drum, with each sound highlighting the vehicle’s features in a fun, integral way. As Piso 21 enjoys their day at the beach and “plays” the Sienna as if each part of it was a different instrument, we get to enjoy a flavorful orchestra of Latin Rhythms in tune with the environment. The video is an invitation to experience the little things that make life interesting and magical.

Toyota wanted to reach Bicultural Latinos (25-49) with an adventurous spirit, who are motivated by fashion, originality and music and look to Latin music awards to feed their creative passion, while highlighting the vehicle’s attention- grabbing style. Our task was to make the Sienna feel like an SUV to those who would never consider a minivan. With that in mind, we created a unique opportunity within the Latin American Music Awards, an award show which has an audience that intersects with Toyota’s target at Stylish and Adventurous.

Knowing that Toyota records a complete library of sounds for every vehicle, we partnered with renowned Cuban composer, Pavel Urquiza, to create a rhythmic song that would appeal to the award show audience. Attaching Piso 21, known for their versatility and impressive repertoire of chart-topping hit songs, rounded up the creative which premiered during the Latin American Music Awards and on social media.

The music track is completely inspired by the Toyota Sienna, its adventurous spirit and versatility. Composed in its entirety from more than 20 different sounds from the Sienna library, the song presents a rhythmic track with a fusion of different Latin music styles, including Samba, Caribbean, Peruvian Waltz, Flamenco and Reggaeton.

The song also features 5 additional sounds to roundup the piece and tie it to the outdoors’ environment of the video. Finally, Colombian Latin pop group and stars of the music video, Piso 21, added vocals with their signature catchphrase to make it more personal for their fans.

“La Vida Sienna” reflects the ideas of living in sync with our surroundings and being creative with every detail around.