Toyota Strikes Deal with Telemundo’s ‘Devil’

Toyota has officially become a friend of the devil, well at least Telemundo’s novela Más Sabe El Diablo (The Devil Knows Best). The Toyota Venza is now featured in the opening credits of the novela and is part of an online/mobile campaign.

Más Sabe el Diablo fans can send in messages, via text or at, that will appear in the opening sequence of the show.

The effort plays off of the Venza’s Spanish-language launch campaign called “You decide.” Agency Connill riffed off of the fact that the vehicle can be considered either a car or an SUV.

“This integration gives us a unique way to deliver on our message by letting people decide for themselves what appears during the opening of the show,” said Pablo Buffagni, Chief Creative Officer, Conill, in a statement.

Telemundo is no stranger to integrating automobiles within its novelas. Last year, the Chevy Mailbu appeared in El Rostro de Analia  as did the Ford Flex in Amores de Luna.

“We are always looking for innovative ways for our clients and partners to connect with our viewers, as well as ways to connect our viewers to one another,” said Jackie Hernandez, COO, Telemundo, in a statement.

The initiative, which kicked off on May 18 has already received over 7,900 entries on One message is selected to appear each day, and winners, whose names appear in the opening credits of Más Sabe el Diablo, are notified that there message has been selected in advance. It will conclude with the 24th episode of the series later this year.

Source: Nielsen Business Media