Turning a relatable moment into an effective ad comes with its own set of challenges. How niche can the observation be? Is it timely or evergreen? Should this brand even be a part of this conversation?
But when you’re able to capture a shared experience and turn it into a celebration of brand meeting culture, you’ve got a resonant campaign like Toyota‘s “More Than Cars,” which Conill’s Veronica Elizondo cites as her proudest work.
“It was inspired by the fact that, for Latinos, their Toyotas are part of their families,” the Dallas-based ecd told Adweek for the Creative Flavor spotlight series during Hispanic Heritage Month.