CLIENT
Toyota Motor Sales, U.S.A./
Toyota Tacoma.
PRODUCTION CO.
Morton Jankel Zander, bicoastal.
Craig Gillespie, director; Neil Shapiro, DP; David Zander and Lisa Rich, executive producers; Deb Tietjen, producer. Shot on location in Los Angeles.
AGENCY
Saatchi & Saatchi LA,
Torrance, Calif.
Steve Rabosky, chief creative officer; Harvey Marco, executive creative director; Damon Webster, executive producer/producer; Dino Spadavecchia, art director; Napper Tandy, copywriter.
EDITORIAL
Lost Planet, Santa Monica.
Paul Martinez, editor; Hayley Man, assistant editor; Betsy Beale, executive producer; Christie Price, producer.
POST/VISUAL EFFECTS
Company 3, Santa Monica.
Stefan Sonnenfeld, colorist; Missy Papageorge, producer.
Sight Effects, Venice, Calif.
Adrian Hurley, visual effects supervisor; Melissa Davies, visual effects executive producer; Jeff Blodgett, visual effects producer; Chris Stevens, online editor/visual effects artist; Joana Cruz and Patrick Ferguson, visual effects artists.
Motion Theory, Venice.
Matthew Cullen, creative director; Kaan Atilla, art director; Earl Burnley Jr., Robyn Resella, Shihlin Wu and Linas Jodewalis, designers; Javier Jimenez, executive producer; James Taylor, production supervisor (logo).
AUDIO POST
RavensWork, Venice.
Robert Feist, mixer.
MUSIC
Asche & Spencer, Minneapolis.
Chris Beaty and Thad Spencer, composers; Janell Schmitt, executive producer.
SOUND DESIGN
Lost Planet.
Paul Martinez, sound designer.
RavensWork.
Robert Feist, sound designer.
THE SPOTS
"Living the Dream" (:60) opens on a man who walks onto his driveway and opens the hood of his truck, pulling a lawnmower-type cord to start the engine. "I used to start each day feeling inadequate … powerless. I didn’t know why," he says in voiceover. The scene switches to the man scrunched down in his small truck, attempting to drink coffee from a thermos. "The days were filled with anxiety and discomfort," he continues. He later watches an attractive woman across the street frolicking with her mate as they wash their gleaming truck. Things finally take a turn for the better, however, when the man meets Dave, a Toyota dealer, who introduces him to something that changes his life—the all-new 2005 Toyota Tacoma. "With 245 horsepower, I start my day invigorated," he says happily. The truck bursts through a garage door and screeches through the streets. The man takes the vehicle off-road and finds he has a crew of new friends, as well as the beautiful woman who lives across the street. The super reads, "Roomier. Brawnier. Versatilier," followed by the tagline, "The all-new Tacoma, now that’s moving you forward." The PSA-style "Bed" (:30) showcases the abuse and undeserved punishment endured by defenseless truck beds. "Luckily, an end to the horror is in sight," a woman says, standing next to a shiny new truck in the middle of a desert. "Thanks to Toyota, the all-new Tacoma’s revolutionary composite inner bed will never rust, never dent," she states, as an ATV rider burns rubber in the back of a Tacoma, a torrent of water is dropped and a carnival strongman heaves a hammer onto the truck bed. "For less than three soy mocha lattes a day, you can have your own Tacoma," the woman concludes. "Stop truck bed abuse forever." A tear runs down the woman’s cheek, as she pleads, "Won’t you help?" The :30 "Adrenalitis" shows the Tacoma helping a man who suffers from low adrenaline. "Rail System" (:30) features the Tacoma aiding a foursome with the transport of their foosball table while showcasing the truck’s deck rail system.
Spots broke in November.
