The 2014 Toyota Tundra is a fully capable pickup truck, but Toyota is hoping to etch out a new identity for the Tundra. While the Toyota Camry has been America’s bestselling car for a long time, there are currently two vehicles that outsell the Camry: the Ford F-150, and Chevrolet Silverado pickup trucks. Pickups are big business in America, and while Toyota has mastered the midsize segment–at least in terms of sales–it’s never quite had the same resonance with buyers of full-size trucks. In its new ad campaign, Toyota looks to expand on the resourceful trucker image with its “build anything” slogan, but also adds a bit of (sub)urban flair.
In the first of three new spots created for the 2014 Toyota Tundra called “CAR-B-Q,” NASCAR driver Kyle Bush uses the Tundra as the centerpiece of his backyard go-kart racetrack. “Baseball” and “Tree House” are 30 second spots that also show the DIY dad building–what else–a baseball field, and tree house.
Toyota’s vice president of marketing, Jack Hollis, said “the new Tundra has been engineered and crafted to deliver full-size pickup truck capability that empowers truck owners all across America to build anything,” and added that the campaign reflects that. The 2014 Tundra has been refreshed with new exterior styling and an updated interior, but keeps its entry-level 4.0-liter 270 hp V-6, as well as its two V-8 powerplants. You can view the new Tundra ads below.