Saatchi & Saatchi launched a new campaign for the 2016 Toyota Tacoma, which received a major overhaul from the previous model. The effort attempts to place the Tacoma as the leading truck option for those who love extreme sports and the outdoors and is the largest campaign for the brand in a decade.
The 60-second “Countdown” opens with the voiceover announced “60…59” and counting down to “56 dopamine receptors in your brain and you gotta fire ’em all.” The countdown continues as the spot mixes is in plenty of shots of the new Tacoma plowing through grime, girt, dirt and mud. It’s pretty clear who the approach is targeting: fans of offroading, extreme sports and others who seek a heavy-duty truck. Another 30-second spot, “Blow Off Steam” features motocross riders and stuntpeople showing off in a dusty landscape.
The broadcast spots are supported by digital content and social media efforts on Facebook, Twitter and Instagram. There’s also an online campaign extension from Toyota’s Hispanic marketing agency Conill, focusing on the Latino market, entitled “Sal a Jugar” (“Go Out & Play”). The campaign is backed by what AdAge claims is Toyota’s largest media spend on the brand in a decade, to show off the newly-retooled vehicle and also possible as a reaction to new competition from the likes of the Chevy Colorado.
“This has to be one of my favorite campaigns since I arrived here a year ago,” said Saatchi & Saatchi Los Angeles creative director Jason Schragger. “It was so much fun to get a little dirty and create authentic content that emulates what the Tacoma is all about. We not only wanted to ignite the passion for exploring the great outdoors, but also show that playing in the mud should never get old, even when you become an adult.”
Credits:
Advertiser: Toyota Motor Sales, U.S.A., Inc.
Creative Agency: Saatchi and Saatchi LA
CCO: Jason Schragger
CD: John Payne
ACD/Copywriter: Steven Townsend
ACD/Art Director: Verner Soler
Art Director: Max Wang
Executive Director, Integrated Production: Lalita Koehler
Director of Content Production: Sara Seibert
Executive Content Producer: Richard Bendetti
Senior Integrated Producer: Holly Otto
Interactive Producer: Dana Hong
Social Producer: Lyndsey Wilson
Print Producer: Dogan Dattilo
Executive Director, Digital: Jeremiah Knight
Group Account Director: Steven Sluk
Management Supervisor Patrick Young
Account Executive: Wilson Holm and Chris Lambert
Chief Strategy Officer: Mark Turner
Group Strategic Planning Director: Evan Ferrari
Strategic Planning Director: Amaya D’Amico
Senior Strategic Planner: Julienne Lin
Strategic Planner: Lindsey Summers
Senior Participation Planner: Shaunt Halebian
Executive Communications Director: John Lisko
Integrated Business Affairs Manager: Erin D’Angelo
PRODUCTION COMPANY: Wondros
EXECUTIVE PRODUCER: Timory King
PRESIDENT OF PRODUCTION COMPANY:
LINE PRODUCER: Norm Reiss
DIRECTOR: Christian Weber
EDITING COMPANY: Whitehouse Post
EXECUTIVE PRODUCER: Joni Williamson
PRODUCER: Jennifer Mersis
EDITOR(S): Rick Lawley and Josh Bodnar
ASSISTANT EDITOR: James Dierx
TELECINE: Co3
COLOR ARTIST: Stefan Sonnenfeld
SPECIAL EFFECTS: Carbon VFX
SPECIAL EFFECTS PRODUCER Michael Theurer
VFX ARTIST Chris Noellert
UNIQUE OOH:
“COUNTDOWN” MUSIC: Walker
“BLOW OFF STEAM” MUSIC: Squeak E. Clean
SOUND DESIGN: Kim Christensen@ Noises Digital
MIX: Loren Silber@ Lime Studios