Tacoma – Play Now

Tacoma was known for “Unbreakable” but capability claims had run their course. There was nothing left to say about the truck itself that hadn't been said.

Why was it unbreakable? For whom?

The Tacoma owner works all week for one thing: to own the weekend. All we had to do was show we understood and celebrate their play — Play now. Don’t wait until you have kids and a mortgage…

The one-take spot was ambitious. I wanted it badly and convinced everyone to try it. I got three tries. The third worked.

I'd never don a rabbit suit and clear a jump on a motorcycle, but growing up in the Swiss mountains, I had no problem imagining someone else riding a bike full speed up a ramp over the Tacoma and back-flipping into the lake.

Every mid-size truck brand has been chasing the same positioning ever since.