To understand the rationale behind Toyota’s first-ever Hispanic campaign for its 4Runner truck, Portada interviews Cynthia Barreras, Marketing Planner, Vehicle Marketing and Communications, at Toyota. With over eight years of experience at Toyota, Dallas-based Barreras brings a strong passion for the 4Runner product line and is deeply committed to advancing Hispanic representation in the automotive industry.
Toyota Marketing Challenge: Awareness of 4Runner
While Toyota is an automotive brand with high overall and Hispanic brand recognition, the 4Runner truck has room for improvement in brand awareness. Toyota has two primary truck models in its lineup: the Tundra (a full-size truck) and the Tacoma (a mid-size truck), which are relatively well known. However, brand awareness of the other three models (Land Cruiser, Sequoia, and 4Runner) is relatively low. “The increase in brand awareness of the 4Runner is one of the campaign’s main KPI’s. We want to increase the connection of Hispanics to the brand,” says Barreras.
“The increase in brand awareness of the 4Runner is one of the campaign’s main KPI’s.”
The Rationale: High Potential Campaign Impact
A strong rationale for the first dedicated 4Runner campaign to Hispanic consumers lies in the fact that, according to Barreras, the 4Runner’s Hispanic market share is higher than 10% and exceeds the brand’s non-Hispanic market share. Latinos also over-index in outdoor activities and enthusiasm, key features of the 4Runner buyer profile. “They have not been talked to directly before, and are now. We hope that the campaign results show that we were right.”
“They have not been talked to directly before, and are now. We hope that the campaign results show that we were right.”
The Campaign: Combining the Thrill of Off-roading with the Dream of Land Ownership
The campaign’s concept is somewhat unconventional and based on 4RunnerLandia, a 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. “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,” Elizondo adds.
At the heart of the campaign is a bilingual video series — a :45 English (see below) and :30 Spanish spot directed by Eric Maldin of film production company Sweatpants Media— 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 unexpectedly. The contest runs from April 14 to May 26. Entry details are explained at 4RunnerLandia.com. The campaign is rolling 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.
Cynthia Barreras, a marketing planner responsible for all copy and messaging for the 4Runner, notes that the campaign is based on family values, which are extremely important in Latino culture. “Land means roots; something you can pass down to the next generation. Memories created in the owned land can also be transmitted to the next generation,” Barreras asserts.
Social Media Platform and Influencer Profile
Paid social content for 4RunnerLandia is running on Meta and Pinterest, with more organic social creatives on Toyota Latino social channels. YouTube is also being used. (Toyota is not using TikTok because of its possible ban in the U.S. and the program’s longevity.) The campaign’s primary target audience is outdoor enthusiasts, adventure seekers, and off-roaders who go out and explore. Barreras explains that Toyota’s choice of influencers for the campaign reflects this audience target. David Lopez is one of the leading influencer partners. Barreras adds that she has seen an increase in influencer and creator investment over the last few years as broadcast audiences, particularly among younger consumers, are decreasing.” “For the younger buyer, hand-held media consumption and social media are critical,” she explains.
FIND OUT about Toyota’s advertising plans for the second half of 2025!
Toyota Marketing: Hispanic 2025 Super Bowl Ad
Toyota is a frequent advertiser in the Super Bowl Spanish-language broadcast. In the last Super Bowl, Spanish-language broadcast aired by Univision on February 9, Toyota aired the “Tacoma Puede con todo” spot. The Tacoma is another truck similar to the 4Runner, with an adventure seeker buyer profile.
