Toyota turns SUVs into soccer stars

The lead advertisement follows a RAV4 as it dribbles a giant soccer ball through urban environments before scoring in a stadium

Gulf States Toyota has launched Game On, a marketing campaign inspired by the growing popularity of soccer in the United States, featuring the Toyota RAV4 and Toyota Tundra as the central characters.

Developed by independent agency Erich & Kallman, the campaign will run through the autumn across television, digital and social media channels in Texas, Arkansas, Louisiana, Oklahoma and Mississippi.

Vehicles take on the role of players

The campaign is built around the concept of imagining the Toyota RAV4 and Toyota Tundra as soccer players. The lead advertisement follows a RAV4 as it dribbles a giant soccer ball through urban environments before scoring in a stadium.

The production combined live-action filming, visual effects and artificial intelligence-assisted workflows to create the final film, with production and post-production developed as an integrated process.

Multicultural audience at the centre

The campaign is running in both English and Spanish across Telemundo, Peacock, Fox Sports One and TikTok, reflecting the diverse audiences that follow the sport in the region.

Erich & Kallman worked with production company ARC Creative on the campaign, with direction provided by Robert Sethi and Brent Bonacorso.

Community activation extends campaign

Alongside the advertising campaign, Gulf States Toyota has launched a community activation programme focused on local soccer culture.

The initiative includes partnerships with Dallas-based mural artist Hatziel Flores and Houston artist Mark Deleon, who created large-scale soccer-themed murals in their respective communities. The artworks were commissioned on previously unused walls and designed to reflect local connections to the sport.

Documentary content captures the process

The creation of the murals was documented through a series of short films featuring interviews with the artists, behind-the-scenes footage and community reactions.

Produced by Mecenas and directed by Jonathan Ingalls, the content will be distributed across Facebook, Instagram, TikTok, YouTube, Disney+ and Hulu.

Agency highlights community focus

David Castellanos, Creative Lead, Austin office, Erich & Kallman: "This started as a Hispanic market initiative, but the work was strong enough that we expanded it to the general market. Soccer is something that genuinely brings together different generations, cultures, and communities, and we wanted every element to feel like it actually came from that world. The Tundra and RAV4 execute real soccer moves: nutmegs, passes, chips, and a game-winning finish. The result is a spot rooted in what soccer is really about, and what Toyota has always stood for. Beyond the spot, we also partnered with local artists in Houston and Dallas to create soccer-inspired murals that celebrate the passion, culture, and community surrounding the game."

Brand focuses on growing sport

Meghan Haslemann, Vice President of Marketing, Gulf States Toyota: "Soccer is about passion, connection, and bringing people together. With this campaign, we wanted to celebrate the growing impact of the sport across our region while capturing the energy, excitement, and optimism that make it so special. Erich & Kallman brought that vision to life by blending the spirit of the game with the capability of the Tundra and RAV4 in a bold and authentic way."

The campaign reflects Gulf States Toyota's efforts to connect with soccer audiences through both advertising and community-based initiatives.

www.friedkin.com

Follow Marketing Report on LinkedIn