Indestructible Mythbusters: Testing Durability | Clapboard Ad Archive

INDISTRUCTIBLE: MYTHBUSTERS

Description

INDISTRUCTIBLE: MYTHBUSTERS is a compelling 360°, digital, and film campaign launched in Paraguay in 2024 by Oniria\TBWA for Toyota, aimed at reinforcing the brand's legendary reputation for quality, durability, and reliability. Drawing from Paraguay’s rich cultural heritage, the campaign creatively brings to life iconic local myths—Jasy Jatere, Pombero, Mbói Tu'i, and Luisón—who take on Toyota’s indestructible vehicles in a dynamic test across the country's diverse and challenging terrains, including mountains, wetlands, marshes, jungles, and urban landscapes. This narrative approach not only entertains but deeply connects with the Paraguayan audience by weaving Toyota’s international strength with beloved local folklore, echoing the brand’s profound history and relationship with Paraguay since its first monumental Transchaco Rally victory in 1971. By framing the story with the tone and style of a contemporary superhero movie, the campaign elevates familiar myths into cinematic stars, making the brand’s promise tangible and culturally resonant. Following the success of its previous campaign featuring Bruce’s double, Toyota embraces storytelling that entertains while highlighting its enduring commitment to the Paraguayan market. This campaign is a strategic blend of heritage and innovation, designed to captivate and reinforce Toyota’s position as a trusted, indestructible automotive leader in a storytelling format unique to the region and its people.

Credits

Client

Toyota

Agency

Oniria\TBWA

Ceo

Daniel Achaval

Cco

Camilo Guanes

Creative Director

Manuel Rolón

Art Director

Natha Pera y Santi Valdés

Creative Team

Pere Escobar y Moisés Martinez

Account Management

Yamile Miserlian, Josefina Ferreira, Sheyla Espinoza

Content Manager

Milner Ayala, Silvia Samudio

Media Team

Héctor Araujo, Fernando López, Matías Busto

Producer

Synchro, Asunción Paraguay

Head Of Production

Make Peña Careaga

Production House

Tefii Rolón / Tunchi Rolón

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Campaign Proposition

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