Toyota has deepened its involvement in soccer over the past decade, positioning the sport as a bridge between cultures and generations and using it to connect with Latino audiences across the United States.
The new ‘Tear Storm’ spot, lasting 30 seconds, features a group of fans singing a fresh take on the traditional Mexican ballad ‘Cielito Lindo,’ turning the familiar melody into a rallying cry for the tournament.
Actor and singer Anthony Ramos appears as a weatherman in the social series ‘Storm of Tears 101,’ adding a playful twist that links meteorology with fan enthusiasm and broadens the campaign’s reach on digital platforms.
Beyond the video, the initiative launches a gamified TikTok filter that lets supporters join virtual chants, while high‑energy soccer chants pulse through the content, creating a shared auditory experience that spreads quickly online.
Live events bring the celebration to the streets
Toyota is hosting vibrant gatherings in Houston and Miami, where music, art installations and 3‑on‑3 tournaments transform neighborhood parks into festive zones that echo the spirit of the World Cup.
The media plan leans heavily on Spanish‑language outlets, partnering with Telemundo, Universo and Peacock to ensure the message resonates with the core audience and maximizes cultural relevance.
By weaving together music, digital tools and community gatherings, the campaign aims to honor the generational commitment and resilience that define Latino soccer fandom, reinforcing Toyota’s role as a cultural connector.