Toyota Honours Latino Holiday Traditions with 'Running Late'

For Latinos, the holidays aren’t just another busy season, they’re a cultural commitment shaped by large, multi-generational families and traditions that demand everyone be included. That means bigger gatherings, more emotional and logistical challenges, and a joyful pressure to honour every ritual, every dish and every loved one. It’s why 'running late' becomes a recognisable, even endearing, part of the Latino holiday experience. This season, Toyota has leant into that truth with heart in the aptly titled 'Running Late,' its Hispanic holiday campaign.

Created by Conill and directed by Max Malkin, the spot follows a series of charming, sometimes funny, true-to-life moments as family members hustle to make it to the Christmas Eve celebration. From almost forgetting to pick up the spirited older tía (aunt) to adding the final touches to the holiday flan -- praying it survives Dad’s driving in the family Highlander -- the film captures the humor and love woven into every holiday get-together.

To share the love, Toyota returned as the presenting sponsor of Telemundo’s broadcast of 'Navidades en Rockefeller Center', debuting 'Running Late' during the programming, and helping bring the excitement of the iconic tree lighting tradition to Spanish language audiences along with festive performances.

“This holiday season, we leaned into a cultural insight that resonates in our community: arriving late. More than a stereotype or a sign of disrespect, we reframed it as our way of saying we care enough to go the extra mile, even if it means showing up fashionably, and lovingly, late,” shared Veronica Elizondo, chief creative officer, Conill. “From the details of perfecting the flan to making sure Tia Marta doesn’t forget the gifts, we wanted to celebrate that uniquely loving kind of ‘lateness’ with humour and heart.”

After premiering on Telemundo’s broadcast of the Rockefeller Centre special, the spot also aired the during the network’s morning show, 'Hoy Dia'. The :60 spot will start airing broadly across broadcast and cable networks on December 10 through December 25.

Hispanic linear TV coverage of 'Running Late' includes a mix of broadcast networks and targeted cable, including Univision, Telemundo, UNIVERSO, and Discovery en Español. High profile Hispanic media programming will amplify the spot, including on December 20th during TelevisaUnivision’s annual 'TeletonUSA', Universo’s 'Sunday Night Football' and Amazon Prime TNF en Español. The campaign will also feature high impact and targeted digital messaging, along with holiday music alignment with Pandora and iHeart. Additional digital video support will be provided by Connected TV partners including Canela, Disney+, Discovery en Español, Hulu, Netflix, Peacock, Roku,ViX, and YouTube. Meta and Pinterest will drive incremental reach across social platforms during this holiday season.