GET TO WORK

For 3 years I’ve been managing and directing the Colorado regions 4Runner Keep It Wild campaign and occasionally they want to promote other capable vehicles in the Toyota line up targeting a similar yet different consumer.

In this case we were asked to focus our efforts on Tundra. I’m actually a Tundra driver myself and could really leverage my experiences as an outdoorsman and worker. Although I fell within the target, we still wanted to bring in what makes it relevant to Colorado and in this rugged landscape we have real-life cowboys.

For this campaign we had to start from the ground up, so we came up with “Get to Work.” After all, this is a work truck and capable enough to handle whatever you throw at it. I loved the simplicity, this tagline has “legs” and can really be expressed well across mediums and future executions. Keep in mind, Tundra’s biggest competitors are the well-known trusted American truck brands like Ford, Dodge and Chevy. For many, a big barrier to overcome is the lack of an American brand and for some, one that will never be overcome due to its nature of origin. We could have approached it in less of a rugged way but decided to go all in on authenticity. We wanted to change the perception of the brand and challenge the stigmas associated with it head-on.  What we did was romanticize the American cowboy alongside his Tundra caring and nurturing for his livestock on the open plains of the Denver countryside.