The Tundra Endeavour Project

Tundra Endeavour

The Tundra Endeavour project was the audacious idea that became reality thanks to the amazing team effort between
Saatchi LA, our client Toyota and the California Science Center. It is the story of the half-ton truck that towed the 150-ton Shuttle Endeavour, live, in front of the world, garnering over ONE BILLION unpaid media impressions in the process.

The Case Study

We cut a Super Bowl ad. This would have been my preferred edit.

We created a tweet drive through which Toyota donated $50 for every tweet about Tundra’s historic moment. It raised over $400,000 for the Science Center.

tweet drive

The story, told in a series of videos, is on permanent exhibit at the California Science Center.

You can watch the series at or below in sequence of appearance.

The Challenge

The Mission

An Astronaut’s Story

Born In America


The Ultimate Journey

And if you want to see the Tundra’s historic tow in real-time and from every angle, here is the multi-cam video.