Saatchi & Saatchi L.A., Toyota Ask ‘Can You Play?’

By Erik Oster 

Saatchi & Saatchi L.A. teamed up with TEN (The Enthusiast Network), pro BMX rider Drew Bezanson, pro supercross racer Weston Peick and pro snowboarder Louie Vito in “Can You Play” for the Toyota Tacoma.

Part of the “Play Now” campaign for the brand, the spot focuses on real-life friends Bezanson, Peick and Vito living it up on a road trip. Saatchi largely plays it hands-off, allowing Bezanson to narrate the action in his own words, coupled with footage of the buddies tearing it up on their bikes, packing up in the Tacoma, gathering around a campfire and generally having a good time. TEN director Justin Bastien and company let the athletes’ talents large speak for themselves and the borrowed interest really drives the spot, with the Tacoma only getting pretty limited time onscreen. That means that fans of Bezanson, Peick and Vito may be left enticed with the vehicle but more casual viewers are just as likely to leave with a shrug. The effort is the first of a three-part video series, supported by Facebook, Twitter, YouTube and Instagram placements, social elements and a custom Tacoma premium topic page on GrindTV. 

Client: Toyota
Campaign: Play Now

Agency: Saatchi & Saatchi LA
Creative Director: John Payne
Assoc. Director, Brand Integration: Leanne Miliken


TEN: The Enthusiast Network
Director of Video, Sports and Entertainment – Chris Mauro
Director Justin Bastien
Executive Producer: Jodie Nelson
Line Producer: Kate McLamb
Photographers: Andrew Miller and Ryan Fudger
1st AC: Tyler Emmett
Operator: Jeremy Canon
2nd AC: Alex Scott
2nd AC: Josh Benavidez
2nd AC: Jule Fontana
Editor – Scott Smith
DIT: Ian McGee
2nd AC: Dustin Whittlesey
Sound: John Phaneuf
PA: Rob Reaves
PA: Josh Huckaby

VP, Sales Sports & Entertainment – Kristen Ude
Sr. Marketing Director – Adam Cozens
SR. Director, Digital/New Media – Bruce Kukuk
SR Integrated Sales Manager – Brian Striff
Integrated Project Manager – Tana Tull