Tundra Space ShuttleToyota
Type
Director
Duration
What we did
- Creative Direction
- Concept Creation
- Copywriting
- Art Direction
We did this literally - with real-life demonstrations - proving that the Tundra is “a 1/2-ton truck with the guts of a 3/4-ton”
Stirring up bar stool debates with a series of spectacular, death-defying actual, true-life demonstrations of Tundra’s superior performance - no "Hollywood smoke and mirrors” - we gave our buyers something amazing to brag about.
When the retired Space Shuttle Endeavour needed a ride to its new home at the California Science Center, we proposed they use the very same pickup truck we'd used for all the previous demonstrations.
This was no stunt, but a vital task needed by the California Science Center that saw Tundra play a vital role in delivering Endeavour to its new home at the California Science Center.
The Toyota Tundra made history when it successfully towed the Space Shuttle Endeavour through the streets of Los Angeles, garnering 1 Billion earned media impressions, 131 000 000 Twitter impressions and resulted in a 31% jump in Tundra sales.
The Tundra Endeavour
Space Shuttle
Public Relations
Shuttle in Transit
