Toyota Land Cruiser
Reviving the Land Cruiser’s reputation with a challenge only a legend could beat.
Client: Toyota
Role: Junior Copywriter
Date: May 2024
Client: Toyota
Video
The Get Back Challenge
The Toyota Land Cruiser is one of the most respected vehicles on earth, but over time, its legendary status has started to fade. We set out to remind people not just why it became an icon, but how the all-new Land Cruiser still earns that title.
There’s an old saying: any truck can get you into the wild, but only a Land Cruiser can get you back. So instead of telling people, we proved it. Hilary Swank and Jimmy O. Yang signed on for a simple-but-brutal challenge: get dropped blindfolded in the middle of nowhere with a 2024 Land Cruiser, a useless map, and a single satellite phone they’d lose the game for using—and then find their way back to civilization.
Shot documentary-style, the film tracks every wrong turn, rock crawl, mud bog, and “we’re really doing this” moment, giving adventure lovers a front-row seat to the kind of terrain most trucks only see in commercials and proving, in real time, that
the Land Cruiser will always be the truck that gets you back.
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