Cannes Lions

TOYOTA TACOMA

SAATCHI & SAATCHI LOS ANGELES, Los Angeles / TOYOTA / 2003

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This wacky two-part tale follows a pair of hapless outdoorsmen wannabes as they struggle to survive in the wild. Each time they find themselves in trouble, a huge mountain man in a tough Tacoma truck appears out of nowhere and demonstrates how real men live. Once the losers are imbued with the ways of toughness, he vanishes in his Tacoma as suddenly as he appeared.

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