U.S. HISPANIC Versión en español
Toyota Celebrates All-New 2025 4Runner With First-Ever Vehicle and Land Giveaway
24 de abril de 2025
The campaign will roll out across digital video, CTV, programmatic and paid social
To celebrate the launch of the all-new 2025 Toyota 4Runner, Toyota is taking adventure to the next level — by giving one lucky winner the ultimate off-road prize: an all-new 2025 4Runner and their own piece of land
Introducing 4Runner Landia, an unconventional campaign and contest developed by Conill, where the thrill of off-roading meets the deeply personal dream of land ownership. The idea stems from a powerful insight: for many in the Hispanic community, land represents legacy, freedom and identity.
At the heart of the campaign is a bilingual video series — a :45 English and :30 Spanish spot directed by Eric Maldin — featuring a charismatic real estate agent who tours expansive terrain from behind the wheel of the all-new 4Runner. Part vehicle showcase, part dream home preview, the film invites viewers to imagine what’s possible when you own both the vehicle and the land.
The campaign also includes a surprise media placement: a custom real estate listing for the 4Runner on Realtor.com, blurring the lines between vehicle and lifestyle in an unexpected way. The contest runs from April 14 to May 26. Details and entry at 4RunnerLandia.com.
“We wanted to launch the 4Runner in a way that felt as bold and grounded as the vehicle itself,” said Veronica Elizondo, chief creative officer at Conill. “For many in the Hispanic community, owning land is more than a milestone — it’s a legacy. By combining that with the 4Runner’s spirit of adventure, we’re offering a powerful symbol of independence and connection to nature.”
The campaign will roll out across digital video, CTV, programmatic and paid social, with interactive formats including custom Pause Ads, QR code video units, and innovative shoppable placements powered by Innovid and Wunderkind. Paid social content will run on Meta and Pinterest, with more organic social creative living on Toyota Latino social channels and available on Toyota.com/espanol/4Runner.
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