Cannes Lions

TOYOTA TUNDRA CREW MAX

SAATCHI & SAATCHI LA, Los Angeles / TOYOTA / 2008

Film

Overview

Entries

Credits

Overview

Description

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.

Similar Campaigns

12 items

Second Sun

FCB NEW ZEALAND, Auckland

Second Sun

2024, MERCURY

(opens in a new tab)