When Toyota decided to completely redesign the Tundra, they knew they had to do something different and do it right. And being seen as an outsider in the eyes of the American heartland, this wasn’t going to be easy. So they looked to the true trucker and designed a full-size 1/2-ton around them. We did the same when it came to the ads and dubbed this all-new beast of the road, The Truck That’s Changing It All.
CLIENT: Toyota | AD/CW: The Entire Tundra Team | ACD: Eric McClellan | CD: Erich Funke | AGENCY: Saatchi & Saatchi LA