Toyota needed a rallying cry to differentiate themselves from the competition in a crowded truck market. We found that Toyota's truck owners aren't your typical tourists. They’re de-tourists, preferring novelty, spontaneity and adventure over a set itinerary. Thus, the Toyota Adventure Detours initiative was born.

For the launch, we created 2 :30s to live across broadcast channels, and 4 :15s (plus respective :06 cutdowns) to live across streaming and social media platforms.