Luciano Griessi Creative Director






Endurance is our Heritage 
Toyota Trucks Conill Saatchi & Saatchi


To prove these trucks aren’t soft, we honored the endurance of the generation that arrived to America.






Some U.S. Latinos thought Toyota trucks had gone soft, a contrast to their tough reputation in other countries. So we went back to the first ones who arrived: grandparents who crossed borders with nothing but grit. Through real letters they once sent home, we revisited the hardship, hope, and strength it took to stay in a land that felt like another world. Those words reminded a new generation where their resilience comes from, and why only a Toyota truck can carry it forward.









Social Extension

The Josés Expedition

On social, we amplified the message by tapping into a Latino tradition: passing down names across generations. We invited three family generations sharing the same name to go on an expedition in Toyota Trucks, not to prove their strength, but to honor the one passed down to them. Because what they carry in their name is the endurance passed down through generations. Just like the one built into every Toyota Truck.