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Pickup truck drivers can build what matters most—not just
“things,” but more importantly, family, community, character and legacy—with
the redesigned third-generation Toyota Tundra.
An integrated marketing campaign, developed in partnership
with Saatchi & Saatchi LA, will encourage them to do exactly that. On
Sunday, September 22, the 2014 Tundra has a new consumer target—the “Evolved
Trucker.” This generation of full-size pickup truck drivers’ main priority is
enhancing the life of their entire family.