A lot of Truckin’ Money – Tundra Ad Campaign Launches

The campaign for the all-new Tundra, “Born For This,” marks Toyota’s largest U.S. campaign to date as the gen-3 pickup looks to build on its success in the full-size truck segment, the Japanese automaker and sales leader in the US said today. The first ad debuted yesterday as an event (organized violence separated by committee meetings?) took place in Inglewood California. (AutoInformed: First Place! Toyota Ousts GM as US Sales End 2021 at 14.9m; First Look: Gen 3 2022 Toyota Tundra)

“This campaign showcases the unstoppable independence of the all-new Tundra,” claimed 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.” (AutoInformed: First Look: Gen 3 2022 Toyota Tundra; First 2022 Toyota Tundra Built in Texas)

The Tundra campaign was developed using Toyota’s Total Toyota (T²) marketing model, which it claims considers “trans-cultural mainstream audiences across America.” Toyota campaigns are integrated with one strategic brief, creative idea and media plan. This claims Toyota makes for “ 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.