If you overlooked the logo in the corner of these Toyota Tacoma campaign prints, would you guess that they're meant to sell cars? Most likely not, because there isn't a single vehicle present, nor any reference to driving at all.
What the Badillo Nazca Saatchi & Saatchi advertising agency does offer are two pictures of very manly men carrying on mundane, albeit convincingly masculine, tasks. One is at work on a construction site, while the second engages in his gardening at home. The first costumed character is a viking, fitting well into a greyscale scene of concrete and dirt, where the latter is dressed as a Spartan, watering his Italian landscaped property in full gladiator garb.
But the Toyota Tacoma campaign is selling trucks of course, so where the company's message comes together is in its statement of "1,350 lbs of load capacity.
Make you feel powerful."
Gallant Gladiator Marketing
This Toyota Tacoma Campaign Celebrates Masculinity
Trend Themes
1. Non-traditional Advertising - Opportunity for brands to capture attention by utilizing unconventional marketing strategies like the Toyota Tacoma campaign.
2. Masculine Branding - Growing trend of showcasing masculinity in marketing campaigns to resonate with male consumers, as demonstrated in the Toyota Tacoma campaign.
3. Emotional Branding - Increasing focus on eliciting strong emotional responses from consumers through advertising, as seen in the powerful message of the Toyota Tacoma campaign.
Industry Implications
1. Automotive - Opportunity for automotive companies to stand out in a competitive market by using unique and impactful advertising techniques, like the Toyota Tacoma campaign.
2. Advertising - Demand for creative and unconventional advertising strategies that capture consumers' attention, such as the Toyota Tacoma campaign.
3. Consumer Goods - Use of emotional branding to connect with consumers on a deeper level and create brand loyalty, exemplified by the Toyota Tacoma campaign.