The Toyota Tacoma is built for the endless weekend. In other words, the Japanese manufacturer has decided this truck is playful. This positioning decision opened the door for the agency, Saatchi & Saatchi in this case, to have fun.
The new adventure campaign features adventure seeking personalities like legendary off-road racer Ivan Stewart and Motorcross racer and stuntman Andy Bell in scenarios that showcase the Tacoma’s heritage, capabilities, and energetic attitude.
I don’t know if Toyota is intentionally appealing to senior citizens in this spot, or not. Retired Baby Boomers are built for the endless weekend, so it makes sense.
Agency: Saatchi & Saatchi
Chief Creative Officer: Jason Schragger
Executive Creative Director: John Payne
Senior Art Director: Matt Kern
Senior Copywriter: Renato Martinez
Junior Art Director: David Resnick
Junior Copywriter: Emily Aberg
Executive Producer: Pamela Parsons
Senior Integrated Business Affairs Manager: Kate Bestic
Production Company: Tool of NA
Director: Brig White
Postproduction Company: Lucky Post
EP: Jessica Berry
Producer: Anne Strock
Editor: Logan Hefflefinger
Assistant Editor: Alex Heisterkamp
Graphics: Seth Olson
Audio: Lime Studios
Mixer: Rohan Young
Online: Arsenal Creative