Weekends begin where the pavement ends.
The Toyota Tundra can go anywhere. So we matched its rugged capabilities with a softer story - the bond-building between a father and son. We positioned the Tundra as a vehicle capable of tearing your kids away from their screens, even if it’s just for a weekend.
An Invitation to Adventure
We sent out our own “call of the wild” with a print campaign full of beautiful nature imagery and punchy headlines.