This summer, Toyota is highlighting Latino fans' unwavering passion for soccer with the launch of “El Aguante Es Lo Nuestro,” a culturally focused campaign that celebrates faith, resilience and refusal to give up. Inspired by the idea that Latin soccer fans remain steadfast through thick and thin, the campaign draws a powerful parallel between the spirit of endurance and Toyota trucks, which are made to go far.

The dynamic campaign comes to life through linear, digital and social creative focused on the unbreakable spirit of fans and the exceptional durability of Toyota trucks as they push through and hold on, because for Latinos, giving up is never an option.

“For Latino soccer fans, endurance is measured not only by strength, but also by faith,” said Mike Tripp, group vice president, Toyota Marketing. "For more than a decade, Toyota has been a part of soccer culture, creating authentic connections with fans whose passion runs deep through generations. That same spirit defines our trucks, designed to go far without giving up."

The centerpiece of the creative campaign is the “Storm of Tears,” a 30-second cinematic ad that follows a group of friends in their Toyota truck in a downpour as they sing a new Cielito Lindo arrangement with adapted lyrics. The storm serves as a metaphor for the “criers”—those who complain from the outside—because tears are inevitable, although the reasons vary. Rain or shine, fans go far in their Toyota trucks because giving up is not an option. The campaign extends to social media with actor and singer Anthony Ramos in his role as a meteorologist predicting the arrival of a “storm of tears,” as well as participating in a series of high-energy soccer chants.

The campaign will come to life for football enthusiasts of all ages at the Toyota Fútbol Club (Toyota FC), an interactive space designed to transform the campaign into a vibrant celebration of football. Toyota will hold two events:

Toyota FC will feature music, art, a sportswear boutique, 3v3 tournaments and Toyota trucks to create a space where resilient fans can weather the storm together.

Toyota's connection with football is more than a moment. For more than a decade, Toyota has invested in sport and its culture, supporting football as a lifestyle and powerful connector across generations. The presence that Toyota has maintained in the sport reinforces its authentic bond with fans, not as spectators, but as a brand that has been constant in being present to support the culture and the game.

To see more about the Toyota FC campaign and event information, follow @ToyotaLatino on social media and visit www.toyota.com/espanol/trucks/aguante. #Let'sGoTogether

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