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The Toyota Tundra had long suffered from the misperception that it was less of a work truck than its “American” counterparts. This was despite the fact that Tundra featured top of the line components, and was actually built in Texas. We needed the public to know the real story of this half-ton truck.

A unique opportunity arose when Space Shuttle Endeavour was being transported cross-country to its new home at the California Science Center. A motorized dolly slated to tow the Space Shuttle was found to be too heavy for a small patch of overpass near Endeavour’s final destination. Getting the Shuttle across would require a vehicle that was incredibly light, yet strong enough to tow 300,000 pounds. Tundra volunteered to be that vehicle.

This tow was a once in a lifetime chance to not just demonstrate Tundra’s work capacity to the entire world, but also to start a larger conversation about the fact that this was in fact an American truck; a truck worthy of towing an icon like Endeavour.

In the weeks leading up to the tow, The Tundra Endeavour documentary series followed the truck as it prepared. It gave viewers a behind the scenes look at the history of Endeavour, the logistics of the tow, and the Texan town where Tundra is built.

Executing the tow was a Herculean task. Preparation took nearly a year, and required unprecedented coordination between the agency, client, NASA, California Science Center, state and local governments.

All this work paid off on October 12, 2012, when thousands of spectators lined the streets to watch the tow in person. With news helicopters broadcasting it live from above, Tundra successfully hitched Endeavour and towed its way into history.

The transportation of Space Shuttle Endeavour from Houston to its new home at the California Science Center dominated headlines for weeks. The Toyota Tundra towed Endeavour at the most visible stage of this journey, through the streets of Los Angeles towards its destination.

While tens of thousands saw the tow in person, countless more heard about it through news reports. The Tundra Endeavour online documentary series followed the entire journey of this half-ton truck as it prepared for, and successfully completed its historic mission.

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.