Toyota TRD Pro Baja or Bust
We had to convince truck enthusiasts that TRD Pro is more than just a sticker and is actually the most bad-ass off-roading vehicle around.
So instead of shooting a commercial, we entered a mostly stock TRD Pro Tundra in the world’s most dangerous off-road race, The Baja 1000. Oh, and we raced it against custom-built million dollar trucks.
We captured all of this with a short documentary series that aired in real-time on our social channels. So if we failed, everyone would know and we’d look like huge freaking idiots.
We won! (Which is news, not advertising). With a couple of scratches, we made it across the line before our competition. We also garnered more than 300 Million impressions, but more importantly, we proved the Tundra TRD Pro is more than just a sticker.
Agency Saatchi & Saatchi LA
Creative Director John Payne
Copy Tal Wagman