The Popular Myths of Paraguay Test Toyota

Oct. 10, 2024

Toyota's indestructibility has become a myth in Paraguay. The world's largest automotive brand embraced the country, building a unique history that began with the first victory in the Transchaco Rally in 1971. Probably the toughest and most Paraguayan test for any vehicle at the same time.

For more than 55 years, the brand has achieved a strong connection with local culture, celebrating its way of being with the quality of an international brand. After the success of its last campaign starring Bruce's double, the brand is betting on a new story that once again seeks to capture the public's attention through entertainment. This time, it is Jasy Jatere, Pombero, Mbói Tu'i and Luisón who take the brand's most iconic vehicles and challenge Toyota's DNA on all terrains.

Quality, durability and reliability put to the test in the land of myths, such as mountains, wetlands and marshes, the jungle and the city. In the audiovisual, you can see a story built on myths, their particularities and supernatural powers, with the tone of a superhero movie of current cinema to reach people through Paraguayan popular culture, reinforcing the commitment that the brand has been building with the country. 

The Toyota Paraguay team said:

“The link between Toyota and Paraguayan culture is really strong, something that helps us to continue being the number one brand in the local market. Bringing myths to life in this material is bringing the history of our country to life, connecting with people and doing more entertainment than advertising,”

 

The result is a campaign created and developed by the Toyotoshi S.A. and Oniria TBWA team, produced by Synchro Image, with more than 10 different locations, a team of more than 50 people including creatives, directors, cameramen, costume designers, interior designers, photographers.

Camilo Guanes, from Oniria TBWA said:

“In a world as changing as ours, having a relationship between agency, producer and client for so many years of work is a great differential and creative trust is a great value in building a brand as valuable as Toyota. A brand with identity, authentic in its essence and consistent in how it communicates that essence. “We are very happy with this latest campaign, which put us all to the test,”

 

The agency's CCO added:

“As a team, we have rediscovered the ability to continue telling stories and that is something that this industry should not lose, to entertain for a few minutes and if possible bring a small smile to your face.”

 

A team effort that lasted months to enjoy our myths on the big screen.

Toyota's indestructibility has become a myth in Paraguay. The world's largest automotive brand embraced the country, building a unique history that began with the first victory in the Transchaco Rally in 1971. Probably the toughest and most Paraguayan test for any vehicle at the same time.

For more than 55 years, the brand has achieved a strong connection with local culture, celebrating its way of being with the quality of an international brand. After the success of its last campaign starring Bruce's double, the brand is betting on a new story that once again seeks to capture the public's attention through entertainment. This time, it is Jasy Jatere, Pombero, Mbói Tu'i and Luisón who take the brand's most iconic vehicles and challenge Toyota's DNA on all terrains.

Quality, durability and reliability put to the test in the land of myths, such as mountains, wetlands and marshes, the jungle and the city. In the audiovisual, you can see a story built on myths, their particularities and supernatural powers, with the tone of a superhero movie of current cinema to reach people through Paraguayan popular culture, reinforcing the commitment that the brand has been building with the country.

The Toyota Paraguay team said:

“The link between Toyota and Paraguayan culture is really strong, something that helps us to continue being the number one brand in the local market. Bringing myths to life in this material is bringing the history of our country to life, connecting with people and doing more entertainment than advertising,”

 

The result is a campaign created and developed by the Toyotoshi S.A. and Oniria TBWA team, produced by Synchro Image, with more than 10 different locations, a team of more than 50 people including creatives, directors, cameramen, costume designers, interior designers, photographers.

Camilo Guanes, from Oniria TBWA said:

“In a world as changing as ours, having a relationship between agency, producer and client for so many years of work is a great differential and creative trust is a great value in building a brand as valuable as Toyota. A brand with identity, authentic in its essence and consistent in how it communicates that essence. “We are very happy with this latest campaign, which put us all to the test,”

 

The agency's CCO added:

“As a team, we have rediscovered the ability to continue telling stories and that is something that this industry should not lose, to entertain for a few minutes and if possible bring a small smile to your face.”

 

A team effort that lasted months to enjoy our myths on the big screen.