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LOS ANGELES Please hammers, don’t hurt ’em!
Saatchi & Saatchi’s latest demonstration spots for the Toyota Tundra attempt to “up the ante” on real spectacle, said Erich Funke, agency creative director.
The nameplate’s demo ads have come under some fire of late, with skepticism from consumer bloggers and from other automakers that have challenged the authenticity of Tundra demonstrations in open forums. Even so, the agency has determined that “actual demonstration” spots are demonstrably working.
During a challenging period when sales of all Toyota’s full-size truck competitors are down from 1 percent (Dodge Ram) to 12 percent (Ford F-series) through August, the Tundra is up 58 percent to 124,000 units, per Car Concepts, Thousand Oaks, Calif.
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