Toyota made a super-strong coffee for early-rising Hispanic World Cup fans

With the World Cup in Russia, many brands in the Americas have been basing their campaigns around the fact that the games are on really early -- from Fox Sports' campaign around "when beer becomes breakfast" to Mexican dairy brand Lala suggesting milk be the drink of the tournament and beer brand Sangre de Malta suggesting it not be the chosen beverage.

Toyota is the latest, with a campaign aimed at Hispanic viewers promoting its Tundra pickup. It actually created its own super-strong coffee, sourcing it from Mexico with a video that shows the Tundra going deep into the remote Chiapas region to collect the beans. (It also has some humorous moments showing the poor fans' efforts to wake up early -- one guy has strange square shaped marks on his forehead from falling asleep at his keyboard.)

The campaign, by Conill Saatchi & Saatchi, includes giving people an opportunity to sample the coffee at a Tundra Power Mobile Coffee Shop stationed near special viewing parties and venues. Toyota Latino social media channels will also promote the coffee, and fans can use #TundraPower and #Ad to receive their own coffee at home.