Truck Like You Truck
For decades, pickup truck culture has been plagued by the same old tired imagery of farmers chuckin’ hay or cowboys rippin’ donuts in the desert; But that’s not what any real people use pickup trucks for.
So we helped create a new voice for the pickup truck, while also carving out a space for Toyota in a pickup truck market saturated with the old tropes and stereotypes from the likes of Ford, GMC, and Chevy. Instead, we reimagined what things like work, play, or hauling could look like for real people.
Client: Toyota
Agency: 22Squared
