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At the foot of the Manchester Overpass, Space Shuttle Endeavour would be removed from its carrier and towed across the freeway by a stock Toyota Tundra. An online documentary series tracked the truck's preparation in the weeks leading up to this historic job. News outlets across the country ran stories about how a half-ton truck was planning to tow a 175-ton Space Shuttle.

On October 12, 2012, thousands of spectators lined the streets to watch the historic moment in person. With news helicopters broadcasting it live from above, Tundra successfully hitched Endeavour, and towed its way into history.

The tow was covered by news outlets including The Los Angeles Times, Jalopnik, Popular Science, and USA Today. Over 1 million people watched it on YouTube.

The Tundra Endeavour campaign exceeded its goals and expectations through both qualitative and quantitative measures, playing a vital role in the transport of Endeavour to its new home at the California Science Center.

The tow was covered by major outlets including CNN, The LA Times, Fast Company, Jalopnik, Popular Science, and USA Today.

Online comment sections were filled with Tundra owners celebrating their American-made vehicle and what it accomplished.

The campaign garnered 1.7+ million YouTube views, 80+ million Twitter impressions, 830K Facebook impressions, and more than 1 billion earned media impressions worldwide.

The towing of the Endeavor was also a success with those in the market for a truck. Year over year Tundra sales increased by 31%, despite no major overhaul of the vehicle itself.