One ad, called "Blow Off Steam," shows Tacomas charging through an explosion amid a dusty and dirty California landscape as motocross riders speed alongside and leap over the trucks. The ad was shot in one take -- rather than splicing together various shots -- which required several tries to get just right, said Jason Schragger, chief creative officer at Saatchi.
The other ad, called "Countdown," shows a variety of off-road scenes and touts a work-hard-play-hard mentality aimed at weekend warriors who might be 25-years old, but "still playing in the mud."
The campaign is more "lifestyle focused" than previous Tacoma efforts, Schragger said. The brand, he added, wants to send the message to consumers that "we understand you. We know why you do this."
Toyota executives declined to detail spending plans but said Tacoma would get its biggest ad investment in 10 years.
Toyota spent less than $1 million in measured media on dedicated Tacoma advertising in each of the past two years, representing a tiny fraction of the more than $1.2 billion it spent annually across its car and truck portfolio, according to Kantar Media.
Ericksen said Toyota placed its ad priorities elsewhere in recent years. Also, "demand has far exceeded our ability to produce the truck," he added.
But Toyota has beefed up production of the Tacoma, which is assembled in Baja California, Mexico and San Antonio.