Video: Toyota Gets Some Attitude in 2016 Tacoma Commercials
Commercials Pitch New Tacoma to Active Millennials
It’s been decades since Toyota’s “Oh what a feeling” campaign, featuring Toyota drivers jumping for joy about their Toyota cars and trucks. In the decades since, the brand has made its name on building reliable, durable, but not always exciting, vehicles. The Tacoma has long had a reputation for being a formidable off-road pickup. With the 2016 model, Toyota is cranking the excitement level up in its ad campaigns in the hopes of appealing to the 20-something demographic.
The first campaign, entitled “Countdown,” starts at 60 and goes down through different numerical stages quantifying physiology, age, and experiences in an appeal to the millennial zeitgeist. One example is “56-million dopamine receptors in your brain and you gotta fire them all” and “25 years old and still playing in the mud.” The footage has generous amounts of mud, sand, action, and outdoor activities, all of them facilitated by the Tacoma’s ruggedness and off-road capability, including couch surfing on sand dunes.
The second ad spot, entitled “Blow Off Steam” sets the mood with Wagner’s “Ride of the Valkyries” as a voiceover actor starts humming the melody with off-road motorcycles flying through the air and a group of quads and other dirt bikes joining with a group of Tacomas off-roading in the desert. The Tacoma’s standard GoPro camera mount starts to make a little more sense now. Watch both clips below.
Source: Toyota via YouTube