Sept. 20, 2013
/PRNewswire/ -- Pickup truck drivers can build what matters most—not just "things," but more importantly, family, community, character and legacy—with the
redesigned third-generation Toyota Tundra
An integrated marketing campaign, developed in partnership with Saatchi & Saatchi LA, will encourage them to do exactly that. On
Sunday, September 22
, the 2014 Tundra has a new consumer target—the "Evolved Trucker." This generation of full-size pickup truck drivers' main priority is enhancing the life of their entire family.
"The new Tundra has been engineered and crafted to deliver full-size pickup truck capability that empowers truck owners all across America to build anything," said
, vice president of marketing for Toyota Motor Sales,
, Inc. "The marketing campaign reflects this DIY spirit and genuinely showcases the truck's versatility."
The campaign leverages multiple mediums, as well as partnerships with
to showcase the do-it-yourself spirit of the family guy who includes his family on everyday adventures and projects centered around the homestead. The campaign carves out new territory with a truck buyer whose life is much bigger—and fuller—than traditional "truck guy" cliches.
Three broadcast commercials provide the focal point for the campaign. The first spot, "
," featuring NASCAR driver
, will debut on
during NBC Sunday Night Football along with "
," which demonstrates how a dad was inspired to build a baseball field in his own backyard. "
," a fast-paced nod to the DIY truck owner, will roll out later in the broadcast flight.
Each spot starts with a moment that illustrates the mantra of "Build Anything" with the Tundra and goes backward in time to show the events that led to that moment of truth. The spots will air during several top-rated and high-profile programs such as Monday Night Football, MLB Playoffs, College Football, NASCAR Sprint Cup,
NCIS Los Angeles
The 2014 Tundra will have a significant presence in print outlets, including
Sports Illustrated, Popular Science, Car & Driver, This Old House, Outside, Field & Stream
Dynamic interactive tablet executions will be featured across Time Inc. publications.
Digital and Social
The redesigned 2014 model will also be supported by rich media ad units, homepage takeovers as well as branded infographics, articles, blueprints, videos and instructions on top search websites such as YouTube, MSN, The Weather Channel, eHow and HowStuffWorks to help drivers prepare and complete projects around the home with the help of Tundra. Through a sponsorship of live NASCAR racing, the Tundra will deliver live in-race video content on Twitter for the multi-tasking, multi-screen Twitter follower.