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The ad also includes a CGI recreation of an actual event from 2012, when a Tundra transported the space shuttle Endeavor to its final resting place at the California Science Center. There’s even a nod to the “Back to the Future” movie franchise in which Marty McFly drove a 1985 Toyota pickup. The ad shows a quick glimpse of a 1985 Tacoma SR5 with a car license plate. ‘MCFLY’ registration.
Schragger describes the ad as showing “the new Tundra creating this great dust storm filled with the soul of its past – the souls of all Toyota trucks were involved in building the new Toyota”. He adds, “We wanted it to almost look like a movie trailer rather than just a commercial.”
The Tundra will arrive in dealerships in late November / early December, the full campaign will start in 2022, according to Toyota. Materazzo says the automaker will leverage all of its partner agencies, including Conill and Burrell, which target multicultural audiences.
With the campaign, Toyota is trying to grab attention in a full-size truck segment dominated by the Detroit 3. As recently reported by Automotive News, in the first six months of this year, the Ford F-Series dominated with sales of 362,082 vehicles, followed by the Ram pickups (313,068), the Chevrolet Silverado (286,410) and the GMC Sierra ( 138 412). The Tundra finished fifth with 43,865 vehicles.
The new Tundra will have its night out in person at Bella engine, an outdoor event scheduled for September 21-26 in Pontiac, a suburb about a half-hour drive north of Detroit. This is the first auto show in the region since COVID-19 scuttled the 2020 North American International Auto Show.
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