Toyota Tundra’s ‘The New Definition of Grit’ Campaign

Smart, passionate, powerful. For the Toyota Tundra, grit has a whole new meaning.


Toyota Canada Inc.



The Story

We knew the 2022 Toyota Tundra was going to be different. But simply showing its improved capability, rugged good looks and smart technologies wasn’t going to be enough. We needed also show that the person who used the Tundra is different too. And that’s what we did, with a full-channel campaign that showed Tundra users who were not only tough and hard-working, but also smart, throughtful, and with a keen eye towards the kind of world and future they want to build.