PLANO, Texas,
Feb. 14, 2022
/PRNewswire/ -- Born from a lineage of trucks and SUVs rooted in
quality, durability and reliability, there's no question that the
all-new 2022 Toyota Tundra is an absolute powerhouse. The campaign
for the all-new Tundra, "Born For This," marks Toyota's largest
U.S. campaign to date as the third-generation vehicle looks to
build on its success in the full-size truck segment.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/9014751-toyota-all-new-2022-tundra-is-born-for-this/
"This campaign showcases the unstoppable independence of the
all-new Tundra," said 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."
The fully integrated Tundra campaign was developed using
Toyota's long-standing Total Toyota (T2) marketing
model, fully considering the transcultural mainstream audiences
across America. Toyota campaigns are integrated through one
strategic brief, creative idea, and media plan – and create 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.
The campaign showcases a unified style across all creative
throughout the T2 agency broadcast spots, which are
highlighted below:
In the spots created by Saatchi & Saatchi and directed by
Antoine Bardou Jacquet, "Born For
The Wild" features friends and families happily escaping to the
outdoors for a fun off-road excursion, mountain drive and beach
cruise, as they enjoy the power, presence and capability of their
all-new Tundra. In "Born For Bringing It," the all-new Tundra gives
drivers the confidence and independence they need to chase any
adventure. Digital spots include "Signposts," "Mud Bath," "No
Hands," "Rattlesnakes," "Songs of the City," "Yurt Feelings," and
"Private Planetarium." Additionally, a 30-second version of "The
Joneses," which debuted yesterday during the Big Game on NBC, will
run throughout the campaign flight. The spot was directed by
acclaimed director Bryan
Buckley.
In "Cappuccino," the television spot created by Burrell
Communications and directed by The Malloys, a highly stylish group
of friends meet for coffee, but one friend pulls up in the all-new
Tundra Capstone and out-styles them all. Also part of the
campaign is a series of digital spots titled "Kings," "Crosswalk,"
"Stepping Out," "Taste," "Bling," "Drama," and "Reveal."
The centerpiece of the creative from Conill Advertising, "Born
to Lend a Hand," (which debuted yesterday during the Big Game on
Telemundo) demonstrates how the all-new Tundra can be depended on
in a variety of situations, creating a bond of trust between driver
and truck. Two digital commercials, "There" and "Family
Business," highlight the all-new Tundra's panoramic moonroof and
increased towing capabilities, respectively. The spots were
directed by Nicolai Fuglsig.
Intertrend created two spots directed by Paul Santana that demonstrate how the all-new
Tundra symbolizes the driver's free spirit and authentic identity.
In "Born for Unswayed Confidence," a couple use the all-new Tundra
to express their true selves while not being bound by the notion of
'saving face.' In "Born for Your True Self," while a mother humbly
brags about why her son is so great, the hero demonstrates each
characteristic in an unexpected way with the help of the all-new
Tundra. Digital spots include "Born for Defiance" and "Born for
Convenience."
Media Placements
The Tundra campaign is a
fully-integrated campaign extending across linear TV, digital
video, digital content, programmatic, paid social, print,
experiential, audio, in-cinema, and out-of-home. High-profile prime
and sports programming includes placements throughout NBC Winter
Games coverage and "Big Game" spots that aired on NBC and Telemundo
on February 13. Additional placements
include BET and BET Awards, Discovery en Español, Discovery Hogar,
FIFA CONCACAF World Cup Qualifiers, Mexican soccer and UEFA, EPL,
Indian Premier League, NASCAR, NBA, Nat Geo
Mundo, Telemundo, Univison, and more. Digital/custom content
includes partners such as Barstool Sports, Bleacher Report,
Discovery, Disney, ESPN, Fandom, Gear Junkie, Hulu, Outside,
Peacock, Prende TV, Rock the Bells, TuneIn, Uninterrupted, Vevo,
Willow, Wired, Yahoo, YouTube, and more. Premium digital audio
and podcasts with ESPN, iHeartRadio, Pandora, Reach Media, SXM,
Stitcher, and more. Partnerships include WWE, NFL
Draft, Hypebeast, Bassmaster, MLF, and more. Social is
across Facebook, Instagram, Latin Up, Pinterest, Reddit, Snapchat,
TikTok, Twitter, Twitch, Yelp, and a YouTube Masthead Takeover.
The campaign spots are available for viewing here. For images
and credits, please click here.
About the All-New 2022 Toyota Tundra
The all-new 2022
Toyota Tundra was redesigned from the ground up. Designed,
engineered and assembled in the U.S., the all-new Tundra is
available in a variety of grades including SR, SR5, Limited,
Platinum, and 1794 Edition, which are available at dealerships now.
Both the TRD Pro and the new halo grade, Capstone, will arrive at
dealerships this spring.
Key features include:
- Standard i-FORCE 3.5L twin-turbo V6 produces up to 389
horsepower, 479 lb.-ft. of torque
- Available i-FORCE MAX powertrain produces up to 437 horsepower,
583 lb.-ft. of torque
- Up to 12,000-pound maximum towing capacity
- Bold exterior styling complements spacious, well-equipped
interior
- Available 14-inch touchscreen highlights all-new Audio
Multimedia system
- 12.3-inch Instrumentation Panel display available
- Toyota Safety Sense 2.5 active safety standard on all
grades
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in North America
for more than 60 years, and is committed to advancing sustainable,
next-generation mobility through our Toyota and Lexus brands, plus
our more than 1,800 dealerships.
Toyota directly employs more than 48,000 people in North America who have contributed to the
design, engineering, and assembly of nearly 43 million cars and
trucks at our 13 manufacturing plants. By 2025, Toyota's 14th plant
in North Carolina will begin to
manufacture automotive batteries for electrified vehicles. With the
more electrified vehicles on the road than any other automaker,
more than a quarter of the company's 2021 North American sales were
electrified.
Through the Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota,
visit www.ToyotaNewsroom.com.
Media Contacts:
Marissa Borjon
Toyota Motor North America
469-292-6395
marissa.borjon@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota