Detroit - All eyes were on
the Toyota Tundra in October 2012 when the unmodified half-ton pickup truck
successfully towed the space shuttle Endeavour and custom-built dolly—a
combined weight of nearly 300,000 pounds—across the Manchester Boulevard Bridge
and over the 405 Freeway on the shuttle’s journey to its permanent home at the
California Science Center. The world took notice again today, as the campaign
that documented the one-in-a-lifetime accomplishment received top honors in the
experiential advertising category at the inaugural One Club Automobile
Advertising of the Year Award.
"It’s an honor to be recognized by The One Club for the campaign capturing Toyota Tundra’s historic achievement,” said Jack Hollis, vice president of marketing for Toyota. “The monumental Tundra Endeavour tow really signalled an exciting new direction for Toyota and helped launch our ‘Let’s Go Places’ movement.”
The One Club’s awards presentation, held in conjunction with the North American International Auto Show, recognized creative excellence in five categories: Print & Outdoor, Broadcast TV, Online Video, Interactive and Experiential Advertising. The One Club received over 500 entries from around the world; submissions were judged by a panel of 50 creative directors and journalists.
Endeavour tow, developed with Toyota’s marketing agency of record, Saatchi
& Saatchi LA, was a result of a more than 20-year partnership between
Toyota and the California Science Center to raise awareness of the space
program and continue public education through exhibits and events. The Tundra
model selected for the historic tow was a stock 2012 Tundra CrewMax 4x4 with
Toyota’s 5.7-liter iForce V8 engine. All Tundra trucks are produced exclusively
at Toyota Motor Manufacturing, Texas in San Antonio. The truck used to tow the
Endeavour was purchased from a Southern California Toyota dealer, with no
modifications or special equipment added. For more information about the
project, visit www.toyota.com/tundraendeavour
Toyota, the world's top automaker and creator of the Prius, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we’ve built more than 25 million cars and trucks in North America, where we operate 14 manufacturing plants and directly employ nearly 40,000 people. Our 1,800 North American dealerships sold more than 2.3 million cars and trucks in 2012 – and about 80% of all Toyotas sold over the past 20 years are still on the road today.
Toyota partners with a wide variety of organizations across the country, with a focus on education, safety and the environment. As part of this commitment, we share the company’s extensive know-how from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good. (NYSE:TM) For more information about Toyota, visit www.toyotanewsroom.com