Born from a lineage of trucks and SUVs rooted in quality, durability and reliability, there’s no question that the all-new 2022 Toyota Tundra is an absolute powerhouse. The campaign for the all-new Tundra, “Born For This,” marks Toyota’s largest U.S. campaign to date as the third-generation vehicle looks to build on its success in the full-size truck segment.
“This campaign showcases the unstoppable independence of the all-new Tundra,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “‘Born For This’ celebrates our most capable, dependable and advanced truck yet – exactly what our guests have been waiting for – and the all-new Tundra is born to deliver.”
The fully integrated Tundra campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model, fully considering the transcultural mainstream audiences across America. Toyota campaigns are integrated through one strategic brief, creative idea and media plan – and create a cohesive marketing approach inclusive of multicultural marketing and the total market model. The T2 agency team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with ZenithMedia placing TV and outdoor media buys.
The campaign showcases a unified style across all creative throughout the T2 agency broadcast spots, which are highlighted below.
In the spots created by Saatchi & Saatchi and directed by Antoine Bardou Jacquet, “Born For The Wild” features friends and families happily escaping to the outdoors for a fun off-road excursion, mountain drive and beach cruise, as they enjoy the power, presence and capability of their all-new Tundra. In “Born For Bringing It,” the all-new Tundra gives drivers the confidence and independence they need to chase any adventure. Digital spots include “Signposts,” “Mud Bath,” “No Hands,” “Rattlesnakes,” “Songs of the City,” “Yurt Feelings” and “Private Planetarium.” Additionally, a 30-second version of “The Joneses,” which debuted yesterday during the Big Game on NBC, will run throughout the campaign flight. The spot was directed by acclaimed director Bryan Buckley.