Ask

Toyota asked Saatchi & Saatchi to create an integrated marketing campaign for the all-new 2024 Tacoma, with the goals of retaining Tacoma’s top position in the category, increasing the hybrid sales mix, and increasing consideration among a younger audience.

Business Challenge

Since the last launch of the Tacoma, new competitors have entered the small pickup category. Additionally, competitors who once appealed to a more functional and less adventurous buyer, were starting to market to Toyota’s adventurous loyalists.

The competition was getting better as midsize pickups were hauling ass to chase after Tacomas legendary status as the most unbreakable, powerful and fun truck.

Strategy

Our strategy was focused on speaking to the adventurers who didn’t spend their time pre-rationalizing why they ought to do something… they simply went through with it. They didn’t ask why because there was a thill in not knowing, and just going for it. Believing that they could figure it out.

Speaking to this group, we wanted them to rally around the idea that Tacoma was their fearless coconspirator. Tacomas unbreakability would unconditionally dare them to push past their limits.

Creative Solution

To recapture the attention of adventure freaks, we created a "Tacoma World," where the launch of the new model was celebrated with the energy our audience craved and alongside the activities they loved.

To support our primary spot, we made a play on the classic “oh shit handle” that is near and dear to adventurers' hearts. To skirt around legal issues, we dubbed it the "Dareful Handle," adding a brand touch to the existing cultural relevance.

Additionally, through comms planning and insights from our campaign research, we created the first-ever unbreakable dog toy. It embodied the unbreakability of Tacoma and connected with our audience by involving their closest loved ones — their dogs.

The 30-second spots aired on broadcast TV, including some airtime during the Super Bowl. Our unbreakable dog toy won a Bronze Lion at Cannes in 2024 🏆