San Juan - Saatchi & Saatchi's agency in Puerto Rico, Badillo Nazca Saatchi & Saatchi, won a Silver Sun for its Toyota "Letter" TV commercial at the award ceremony of El Sol festival's 26th edition, held on May 28th in San Sebastián, Spain. The festival is sponsored by Spain's Advertising Agency Association, and the leading agencies from Spain, Portugal, Latin America and the US Hispanic market participate in the creative competition.
Earlier in May the agency was chosen Agency of the Year for the third year in a row at Puerto Rico's Cúspide Festival, sponsored by that country's Advertising Agency Association.
The spot covers the journey of a mysterious letter found in the rear seat of an old Toyota by its young, most recent owner, as the letter travels through the hands of all its previous owners and reaches its final destination at the home of the original owner, with a surprise ending that leaves everything to the imagination of the viewer regarding the letter's content and its originator. The message cleverly reinforces Toyota's durability message while entertaining the audience empathically.
Toyota is one of Puerto Rico's most beloved Lovemarks.