As well as having prime placement, this Times Square ad from Toyota demands attention as a sky-high interactive climbing wall that's set records as the tallest outdoor climbing wall ever to be built in New York City.
In order to draw eyes upwards at the out-of-home advertisement, Toyota had one of its Team Toyota rally car navigators, Christina Fate, make the daring 120-foot climb. In comparison to professional rock climbers who were able to scale the wall within 10 to 15 minutes, Fate accomplished the task in an impressive 25 minutes.
While vertical rock climbs might seem slightly out of the scope of what Toyota typically produces and promotes, the ad for the RAV4 Hybrid asks: "How far will you take it?" The activation reminds that the thrill of adventure can be found in even the most unexpected places.