Cannes Lions
SAATCHI & SAATCHI LA, Los Angeles / TOYOTA / 2008
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To prove Tundra could not only tow 10,000 lbs. but do so in a heavy crosswind, we built a narrow, “two-track” bridge over a rock quarry, and placed 17 high-powered fans along each side of the road. If Tundra wasn’t strong enough to control its 5-ton load against the fierce 100 mph crosswinds created by the fans, it would fall off the bridge into the quarry below. In the end, what fell by the wayside was skepticism about Tundra’s true truck capabilities.
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