We were tasked to help launch the 2016 Toyota Tacoma, but we were immediately met with a question: “How do you launch a vehicle in a compelling way when it is already the midsize pickup category leader?” It was simple: We told the truth.
How do you stand out in a category full of hardworking, tough-talking trucks? Change the game...literally!
Tacoma went from one of those “tough guys” to one of those “tough guys who love to play.” Hence, “PLAY NOW!” was born.
The best way to stand out is to stand for something new. Tacoma wasn’t meant to haul tools and equipment; it was built for hauling motocross bikes and surfboards. So all we had to do was be honest: Tacoma is the ultimate play truck.
Honesty was our best policy. Nothing was faked or contrived. Instead we captured our target doing what they do best: playing. Then we added a rallying cry they all could understand, “Play Now.”
Tacoma handled the desert stunts even when we put the truck where we really shouldn’t have.