U.S. HISPANIC
Toyota Unveils Heartfelt Hispanic Holiday Campaign Running Late
5 de diciembre de 2025
The piece successfully weaves humor and love into the fabric of the festive gathering
For Latinos, the holidays are not just another busy season; they are a profound cultural commitment shaped by large, multi-generational families and deep-seated traditions that demand everyone be included. This joyful, yet logistically challenging, commitment often leads to one endearing reality: “running late.” This holiday season, Toyota leans into this cultural truth with its new Hispanic holiday campaign, aptly titled “Running Late.”
Created by Conill and directed by Max Malkin, the spot captures a series of charming, funny, and true-to-life moments as family members hustle to arrive at the Nochebuena (Christmas Eve) celebration. The film showcases relatable scenarios, from the near-miss of forgetting to pick up the spirited older tía (aunt) to the anxious effort of adding the final touches to the holiday flan—while praying it survives Dad’s driving in the family Highlander. The piece successfully weaves humor and love into the fabric of the festive gathering.
Toyota debuted the spot as the presenting sponsor of Telemundo’s broadcast of “Navidades en Rockefeller Center,” helping bring the excitement of the iconic tree lighting tradition and festive performances to Spanish-language audiences.
“This holiday season, we leaned into a cultural insight that resonates in our community: arriving late. More than a stereotype or a sign of disrespect, we reframed it as our way of saying we care enough to go the extra mile, even if it means showing up fashionably, and lovingly, late,” shared Veronica Elizondo, Chief Creative Officer, Conill. “From the details of perfecting the flan to making sure Tia Marta doesn’t forget the gifts, we wanted to celebrate that uniquely loving kind of ‘lateness’ with humor and heart.”
Following its premiere during the Rockefeller Center special broadcast, the spot also aired during Telemundo’s morning show, “Hoy Dia.” The :60 spot will begin airing broadly across broadcast and cable networks from December 10 through December 25.
Comprehensive Media Strategy
The Hispanic linear TV coverage for “Running Late” includes a mix of broadcast and targeted cable networks, such as Univision, Telemundo, UNIVERSO, and Discovery en Español. High-profile Hispanic media programming will amplify the spot, including on December 20th during TelevisaUnivision’s annual “TeletonUSA,” Universo’s “Sunday Night Football,” and Amazon Prime TNF en Español.
The campaign will also feature high-impact and targeted digital messaging, aligning with holiday music on Pandora and iHeart. Additional digital video support will be provided by Connected TV partners including Canela, Disney+, Discovery en Español, Hulu, Netflix, Peacock, Roku, ViX, and YouTube. Meta and Pinterest will further drive incremental reach across social platforms during the holiday season.
