For many, a truck is more than mere transportation, more than a machine, more than a vehicle haphazardly placed in the driveway. A truck is a hub through which memories are created, through which life decisions are contemplated, through which ideas are born, through which adventures are executed. Yes, for many, a truck is linked to the most precious things of life itself. The back seat holds the keg, then the buddies, then the wedding boxes, then the golden retriever, then the baby seat. A truck’s paint fades in step with its owner’s increasing wrinkles; both have a history and a story to tell.
A 2014 Toyota Tundra marketing campaign, developed in partnership with Saatchi & Saatchi LA, will target the “Evolved Trucker” whose main priority is enriching the life of his entire family. Three spots – “Car-B-Q,” “Baseball,” and “Tree House” – feature the versatility of the Tundra as three family guys envision lavish ideas that creatively transform their giant homesteads into enjoyable places for their children, family, and neighborhood, of course with the help of the Tundra’s hauling and towing capability. NASCAR driver Kyle Bush over for a BBQ? Of course. A baseball field in the backyard? Absolutely. An immaculate tree house for the kids? Why not! The do-it-yourself Tundra-owning family guy’s imagination seems to have no limits in his “Build Anything” mentality.
Be on the lookout for this campaign in the form of broadcast commercials, print ads, digital and social ads, and on-site experiences.