Toyota - "Naughty List"

This holiday season, Toyota celebrates family togetherness with its heartwarming new campaign, developed by Conill, its Hispanic creative agency. Through the eyes of a mischievous boy on a journey with his dad, “Naughty List” captures the playful nature of kids determined to stay off Santa’s naughty list. The spot highlights the bond between father and son as they drive around town in a 2024 Tundra, showcasing humorous yet heartwarming moments shared with family during the holidays.

For Telemundo’s inaugural broadcast of “Christmas in Rockefeller Center,” aptly named “Navidades en Rockefeller,” Toyota made history as the presenting sponsor, debuting “Naughty List” during the programming, and helping bring the country’s premier holiday tradition to Spanish language audiences 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 Chief Creative Officer Veronica Elizondo. “We set out to create a lighthearted and relatable story that highlights how the holidays bring families together, no matter what unexpected challenges arise. It’s heartfelt, funny, and carries just the right amount of charm to stand out from traditional holiday ads.” 

After premiering on Telemundo’s inaugural broadcast of the Rockefeller Center special, the spot also aired during the network’s morning show, “Hoy Dia”. The :60s spot will start airing broadly across broadcast and cable networks on December 10 through December 24. 

Hispanic linear TV coverage of “Naughty List” includes a mix of broadcast networks and targeted cable, including Univision, Telemundo, UNIVERSO, and Discovery en Español. High profile Hispanic media programming will amplify the spot, including Telemundo’s “Hoy Dia” and Universo’s “Sunday Night Football”.  The campaign will also feature digital sponsorships including Canela’s Navidad Movie Collection featuring holiday entertainment and Pandora’s Navidad Mexican station. Additional digital video support will be provided by upfront partners including Hulu, ViX, Weather Channel en Español, Peacock, Roku, Netflix, and YouTube. Content will be shared on Telemundo social channels.

View the campaign film here.