TRUCK LIKE YOU TRUCK

Truck advertising has spent decades selling us the same version of truck life. Flannel. Dirt roads. Job sites. A whole lot of cowboys doing cowboy things.
But most people don’t use their trucks that way.
So while Ford and Chevy kept speaking to the stereotypical truck owner, we gave Toyota a way to speak to everyone else. Showing how the same capabilities and features could make sense for whatever people are actually into, from their hobbies to their everyday hauls.
Instead of telling people the right way to own a truck, Toyota invited everyone to truck their own kind of way. Whatever that means to them.

SOUTHEAST TOYOTA

TRUCK LIKE YOU TRUCK TOOL