I've worked on the Toyota account for a couple different agencies, creating work for both trucks and passenger cars.
For Tacoma the most durable truck in its class, the existing campaign was Toyota Tough Club, which was great. My thought was to show examples of extreme toughness that were loosely based on the lifestyle of a pickup truck owner, someone who liked to hunt and fish and haul stuff around.
Having been ice fishing myself, I know waiting around in sub-zero temps sucks. So why not just jump in and grab that lake trout?
For the piano catchers, well, you can put anything in the back of pickup, the trick is getting it there. Sometimes I don’t know where the ideas come from.
For the Camry ad, that thing has a stereo that could power a U-2 concert. Boom!