Toyota wants to encourage a lifestyle of exploration and discovery where new adventures are always waiting. They have launched their first-ever Toyota Truck family campaign, called “Outlast Outlive,” which showcases five body-on-frame vehicles: Tundra, 4Runner, Tacoma, Sequoia, and Land Cruiser. The campaign aims to highlight these tough and capable Toyota Trucks that are designed with performance and capability in mind.

The “Outlast Outlive” campaign celebrates those who seek thrills and emphasizes the boundless possibilities that await them. The campaign features two TV spots that depict individuals conquering their goals through outdoor sports and exploration, even in the face of unexpected challenges.

To ensure authenticity, Toyota chose to feature real people who live authentically adventurous lives in the production of the “Outlast Outlive” trucks family campaign. These individuals, such as off-roaders, mountain bikers, and rock climbers, have years of experience and expertise in the outdoor space. The campaign aimed to showcase a diverse group of talent, highlighting Toyota’s wide-ranging community of truck enthusiasts.

The selection of Director Chris Malloy was also carefully considered, as it was important to find someone who could capture raw and action-packed footage to authentically represent the spirit of the campaign. Every detail of the production, from locations to props to accessories, was thoughtfully chosen to maintain the genuine spirit of Toyota’s truck enthusiasts. The result is a dynamic campaign that showcases the endless capabilities of Toyota trucks.

“Outlast Outlive” was launched in September and will run until February 2024. The campaign extends across linear TV with high-profile sports programming on NFL, NBA, and EPL, as well as digital extensions on NBC, FOX, ESPN, and Amazon.

The Toyota truck heritage spans back to 1958 when Toyota trucks were first sold in the U.S. These trucks have supported customers in their daily lives, work, and outdoor adventures. This year marks the 20th anniversary of Toyota’s plant in San Antonio, TX, where all Tundra and Sequoia vehicles are assembled.

Toyota’s truck heritage has inspired the vehicles of today, which are built with years of engineering and understanding, always evolving. The all-new 2024 Tacoma, set to arrive later this year, embodies an authentic off-road feel and features an ultra-rugged stance that’s ready for adventure. The highly anticipated 2024 Land Cruiser, with its heritage-inspired design and durability, will be available in dealerships next year, solidifying its place as an icon in Toyota’s lineup.

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