Truck Like You Truck

According to consumer research, potential shoppers see driving a truck as much more than a utility, but also a reflection of one’s identity. For many consumers their perception of themselves doesn’t always match up with how trucks are portrayed in the media and other advertisements. From a Dad changing a diaper in the back of a truck to using the truck bed as a pool, the campaign by 22Squared redefines truck ownership and how the vehicle can play differently into their daily life.

22Squared’s campaign for Southeast Toyota, “Truck Like You Truck” engages in a more inclusive and nuanced view of truck ownership. The spot provides a modern twist on what it means to "truck" through the endless possibilities of the Toyota truck lineup. From a Dad changing a diaper in the back of a truck to using the truck bed as a pool,, the spot redefines truck ownership and how the vehicle can play into their daily life.

With the resurgence of demand in Trucks, this is the first time in over a decade that Southeast Toyota has supported an advertising campaign around trucks. With this campaign 22Squared has written a more contemporary truck narrative that only Toyota could deliver on; infusing more fun into the functional.

“The goal of this campaign was to challenge traditional perceptions in the category and reflect modern truck culture while driving awareness for Toyota’s unique truck offerings. We wanted to shift the narrative of what a truck owner looks by showcasing more inclusive, everyday uses of trucks that represent the vast diversity of truck ownership today” – Laura Hauseman, VP, Creative Director, 22Squared

“22squared dug into research about our customers that demonstrates how diverse truck ownership actually is in our region. Understanding these insights along with Toyota's established reputation for reliability, the team took a new approach. The final result is a unique and insightful product that breaks through the segment competition and truly speaks to our customers in a new way.” – Ryan Sneir, AVP of Marketing for Southeast Toyota Distributors, LLC

Based on qualitative research in the Southeast among those interested in buying trucks, a majority felt like current truck advertising has forced truck-drivers and trucks into a stereotypical box, portraying a lifestyle that doesn’t define how many see themselves or represent how they use their trucks. This work marries hard-working creative with sophisticated data and media science to resonate with consumers who haven’t seen themselves reflected in past truck advertising.

22Squared’s Inclusion Team was brought in from the start and worked alongside the integrated teams as they moved through script writing, idea selection, casting and reviews. This helped to authentically integrate various backgrounds and perspectives while ensuring cultural nuances and sensitives were accounted for.

The campaign will run regionally in Alabama, Florida, Georgia, North Carolina, and South Carolina on television and social platforms.

The campaign will show up in social channels built for self-expression, including Meta, Snapchat and Pinterest. The social assets users will engage with will feature unique and unexpected moments built for truck-drivers to handle.