Toyota’s New Tundra Deconstructed Ad Campaign
Jason Lancaster | Feb 22, 2010 | Comments 34
Here’s the concept: Toyota gives a new Tundra to an East Texas cattle ranch and says “do your worst.” Two years later, Toyota takes the truck back and studies it. Then, Toyota interviews the guys who drove the truck every day and ask them for their impressions. The results are three videos on YouTube that seem completely genuine, not to mention compelling.
Check out these Tundra Deconstructed Videos – very entertaining:
Best Interview Quotes
Ranch Foreman Re: Towing Capacity
“If those calves weigh 1200 and we have 12 in there do the math…I mean that’s pretty close to…I don’t know what. It’s lots of weight.” [Editor’s Note: That’s 14,400 lbs + the weight of the trailer. Probably 17,000lbs, possibly more.]
Toyota Exec (in response to above):
“Towing capacity is 10,800, although I can’t really say we approve of the use, I’m sure he probably exceeded those capacities at some point in time…”
Ranch Foreman (follow-up):
“ya – ya I overloaded it. But it was a test truck, right?”
Hilarious. Love the Tundra or hate it, you’ve got to admit that was pretty damn funny.
Ranch Foreman Re: Suspension and Steering
“The 100k miles on the suspension and the steering is just unbelievable to me because there’s no other pickup we’ve ever had…that you did not have a steering problem or suspension problem within 100k miles”
How cool is that quote? It seems very genuine (although the setting itself was definitely staged).
The Good:
The concept itself is awesome. The ranch foreman didn’t hide the fact he wanted to break this truck when he got – overloading it, running it hard, etc. He didn’t seem “prepped” or commercial at all – definitely seemed like a real guy. In fact, he seemed a lot like the kind of guy who would have never considered a Tundra until you gave him one to try out.
The mention of frame flexibility and how it’s not necessarily a bad thing. I’m not convinced on that particular point, but it’s Toyota’s best strategy for overcoming all the negative publicity about bed bounce and frame flex.
The mention of the stainless steel water pump design and the fact that a lot of other trucks don’t have it (which ones?).
The fact the truck only needed a battery, a new radio, and regular maintenance…even after 100k miles of tough use.
The fact that Toyota is going to keep this test going – they gave the ranch a new 2010 model to test again.
Areas For Improvement:
Compare the performance of the well-used parts to some brand new parts – How about showing us if the ranch truck’s cooling system performed similarly to a new truck’s system, or if the stopping distances are similar? This would be a great way to showcase the quality of the truck.
How bout’ some dyno stats? – Who wouldn’t love to see the horsepower and torque numbers on that old ranch truck compared to a new one?
Overall, the videos are pretty good advertising. They don’t offer anything useful beyond anecdotes, but since 90% of America would never care about or understand meaty facts and figures anyways, I can see why Toyota skipped it. Still, it would have been better to see some “hard” evidence that this truck could go another 100k miles than the testimonials from a couple of ranch hands and comments from a bunch of Toyota employees.
Still, Toyota gets an “A” – this campaign is definitely going to convert some non-believers.
Filed Under: Tundra News
Nothing stated in the videos caught me by surprise. Granted I’m biased, but I’ve got over 60K on my ’07 Tundra with a fair share of time towing heavy loads. The one negative item that I’ve got in common with the video is the radio. The radio on this truck is junk. My sister has a ’09 Sienna with the same radio and she has had two replacements already, mine has been replaced once. However, I didn’t buy this truck because of the radio. Without a doubt my Tundra has exceeded my expectations. BTW this is a great advertising pitch because most of the consumers want real life experiences and don’t want to hear the engineering numbers!
YEt again…I have to give it to the advertising Dept. this is a great set of commercials.
Rich the stock radio is made by Delco. Which also produces radio’s for GM. I have the Limited 07 with 80,000 miles and I have the JBL system. Works great with the XM I have in it. I can’t really speak about the towing since I only tow my 18.5ft I/O boat.
Jason I saw those commercials on Tundratalk.net last week. Very good find.
This is really nice to see these kinds of results, but i would like to see a vehicle tested in my back yard, that truck most likely didnt even see snow, and the salt that comes with it… Im hoping my truck makes it that far with no problems. guess ill just have to wait and see
correct mario, snow and salt would be terrible looking at the truck not being washed like it should be, basically everyday to NOT have any rust spots either on the bumper, rocker panel, lug nuts, or any other sheet metal part.
Rich – I’m glad to hear someone say that they didn’t want the numbers. I’m a very numbers-oriented guy, so to me that’s kind of necessary. But I would imagine that a lot of people would put more stock in the authentic testimonials.
Jeremy – Let’s hope it works. I would have been happy to push the hell out of these videos last week if anyone at Toyota had bothered to give me a heads-up.
Mickey – True. You’re the guy that first pointed them out to me – thank you.
Mario and mk – I hear that. Toyota probably didn’t anticipate rust concerns when they started this test 2 years ago, but they should now.
Maybe they can equip the front of the 1/2 ton tundra with a snowplow used to clear highways with and use the tundra to clear highways here in WI during the winter months and see if only after 1 season there is a chrome rear bumper left to see chrome? I liked the videos and how honest the ranch hands seemed very impressed with the tundra outpacing any other truck they have used for 2 years straight. Says a lot about the components used to develop the truck and was amazed only 2 washes in 2 full years. I would love to see what the tundra looks like here in the midwest with road salt with only 2 washes in 2 years – can you say ‘rust thru’.
mk – That’s a good idea – a plow truck takes a beating, anyone who knows trucks knows about plowing, and it would handle the rust concerns…or serve as proof Toyota needs to improve in that area.
You know…………I drive in salty areas…..living near salt water and all…..I have the needed IQ to WASH THE FREAKIN SALT OFF MY TRUCK when I go through salt. I drove through snow areas with salted and sanded roads…..you know…I WASHED THE SALT OFF. I have no rust problems. Toyota has ALWAYS had an issue with rust due to the comp of the steel. It is a vastly more resilient steel composition than American steel. American steel is more rigid and harder to bend (some simpletons equate that to better) while the Jap-steel is easier to bend but returns back to it’s original shape without losing strength. American steel will not be so forgiving. Side effect to this more maliable blend is that it wants to rust faster.
Bottom line, don’t be lazy, WASH YAZ FREAKIN TRUCK YA FILTHY ANIMAL!
Jason,
there’s a video on youtube of a gen2 Tundra with a snowplow on it. Maybe you can make contact with him regarding salted roads and rust. Maybe he can post vids of his undercarraige for signs of rust, if any.
I feel bad for the poor truck with a plow on it, i put a new rear bumper on in september, and there already is rust spots all over it… and i do wash my truck. but theres no beating the salt they put on the roads up here in northern ontario, its snowed everyday for a week, and they put salt on it everytime they go by with the plow
on that note, i volounteer my truck for this real world demo as long as i get a new one to replace it 🙂
danny – I’ll add it to the list! 🙂
OK, Canada beats my statement. SOrry. in that case I would have an epic coat of rust proofing put on that baby.
J.D., sorry I disagree entirely with your statement. You must wash your truck at least twice per week then because here in WI, the salt on the roads are applied at least usually twice per week, if not more. I’m sorry, call me a filthy animal, but the tundra and you even admit it saying ‘it wants to rust faster’ is more susceptible to rust than the other 1/2 ton trucks. I can prove it as compared only to my past chevy silverados with no chrome or sheet metal rusted after 2 years unlike my new 2007 and 2010 tundra being rustbuckets being washed the same during the winter months. It is an issue and needs to be corrected because my best guess is the new 2007 tundra on up will be just as bad off as the 2001 tacomas are now. I still think the tundra is far superior than the other 1/2 ton competitors, but the sheet metal, chrome process, and rustproofing as far as I am concerned is a joke and a disgrace that toyota should be ashamed of for sure.
i wish the salt was applied only 2-3 times per week around here… they put a fresh load everytime they go out and plow the road. sometimes more than 5 times per day when it starts to snow good
How did they get 100,000 miles out of the tires and brakes? They need to share that secret! I’m happy to get 60,000 miles out of my tires and that’s with the wear bars showing proudly!
I got 63,000 out of the Duelers on my Crewmax. I’m still on the original brakes at 80,000 miles. Mostly interstate driving does that for you.
Is this a “Deconstructed” the ad game that Toyota is putting out? Like finding Waldo? So there is two people that see a issue with the statement of all they did was regular maintenance, replace a radio and battery. So how did they get the tires to last 100,000 miles? Then how did the brakes last when you exceed the max trailer weight? Seems like they should have to work extra hard. Just a couple questions that don’t add up?
Will the tires aren’t Toyota named. They refer to the truck. Basically called a consumable item. Just like air filters and fuel filters. The brakes may last that long. It depends on his speeds and how hard they used the brakes.
Battery is a consumable item so what’s the difference? I agree seems odd that they are only mentioning a battery and radio. Air filter and fuel filter would be under regular maintenance.
Most batteries if not all last a minimum of 3 years. That’s usually the warranty. Yes a battery should be a consumable item also. The radio is made by Delco. Delco also makes the radio’s for GM. If it came with the more expensive one “JBL” you probably wouldn’t have heard anything. Very little is said about the JBL konking out.
Sidney, Will, and Herb – Fair point I think. It seems a little unlikely that the truck didn’t need brakes or tires. As Mickey says, maybe the list is just warranty work.
Mickey you said, “Will the tires aren’t Toyota named” “They refer to the truck” “The radio is made by Delco”. That makes no sense. What are you trying to say? Is its not Toyota named it doesn’t apply, because the stereo isn’t Toyota named either, “Delco” or “JBL” as you stated. So they should not have listed it then, right? Because I’m referring to your first comment. I think that whole thought process makes no sense. Why don’t they list everything that was required to keep the vehicle in operating condition warranty or not. Break it down to the severe maintenance schedule if that is what they did (you would hope so) and list everything. They know how many car washes but can not tell you much more then that.
Buckshot you put two posts together that I wrote. The tires are considered consumables which you would replace. So they won’t refer to the tires or when they were replaced at what mileage. About the radio I replied to Rich which was my first comment. I was telling Rich who made the stock radio and I agree with him about the stock radio being junk. Then I replied to Will and Herb about the radio. They did state somethings in the video.
Yes I agree tire are covered under tire manufactures warranty. They stated ” 2 car washes. scheduled maintenance, a consumable battery and a radio”. Would one think that information on the consumables used would be helpful, for instance motor oil is a consumable and who’s to say they didn’t need to add any in between oil changes if they where being rough on it. Who did the maintenance, did Toyota do it? Did the other manufactures do the maintenance on the other vehicles they speak of that had issues?
its a good thing he didn’t load any equipment in the back, or else he’d snap the tailgate in two.
Hunter – Ya – that guy looks like he’s never hauled any equipment in his life. Good call. (Sarcasm, LOL).
i say 4get the 3/4s n sub the tundras in 4good
JESUS ROCKS!!!!!!!
The Tundra seems to perform fine on a ranch, but I want to know if it’s as tough as the old Toyota trucks. Can it withstand being washed out to sea, coming down in a building demolition, and more?
Check out the BBC’s real Toyota truck test:
http://www.youtube.com/watch?v=CWc_flGRT_o
Mike Henderson is a real rancher is West Texas, the Anderson Ranch, which he ownes with his brother and sister. I am a Landman in West Texas and have had dealings with him pesonally. He’s not an actor. He’s a rancher in Northern Reeves County, Texas (Pecos, TX). I’m a Tundra owner and I believe in the trucks. I hope to never have another truck but a Tundra.
Patrick – Awesome – thanks for commenting. Cool to hear someone who knows the guy!
[…] Toyota’s New Tundra Deconstructed Ad Campaign | Tundra Headquarters […]