How do you convince a doubting public your truck is tough? You show them. Every once in a while, a series of television commercials comes along that is more interesting and compelling than the programs it is sponsoring. Case in point: the recent spots touting the Tundra pickup truck from Toyota. Each commercial lets has truck demonstrating its prowess on a piece of oversized playground equipment. Many viewers think the ads are doctored, with perhaps a touch of computer-aided chicanery, but companies responsible for the commercials and the truck insist that what you see really happened. Here’s a peek behind the scenes. The creative team at Saatchi & Saatchi LA, a major advertising firm, had a simple task: convince American TV viewers that Toyota’s Tundra is a tough, rugged truck that can handle anything the average pickup driver might throw at it. So they talked to truck owners and drivers and asked them what characteristics are most important for a truck. The answers weren’t too surprising; power, braking, acceleration, stability, and towing were among the most popular, “We knew what we wanted to highlight, the attributes real truckers are interested in,” says Erich Funke, creative director at Saatchi & Saatchi LA. “So we decided to do a series of commercials that would do just that.” Because Toyota was planning a series of three or more commercials, the advertising agency wanted them all to have a similar look and feel, so they developed a template, a list of common features. “The ads would have to be authentic, real demonstrations that proved a point about the truck,” says Funke. “They also had to be filmed in a location that was rugged and rough, a place where the living was hard. At first, we wanted to shoot the ads at locations all across America.
Products & Services
Truck bodies are assemblies that attach to a truck chassis for tasks such as towing, dumping, or product storage and delivery. Truck body suppliers do not manufacture the vehicle itself. Rather, they build a task-specific assembly that attaches to the chassis of the vehicle.
Lifts are used to raise and lower material, personnel, vehicles, and workpieces for loading and working positioning.
Electroluminescent Lighting are flexible sheets, wires, sticks, etc. that uses electroluminescence to produce illumination.
Diacs are bi-directional diodes that switch AC voltages and trigger silicon controlled rectifiers (SCRs) and triacs. Except for a small leakage current, diacs do not conduct until the breakover voltage is reached.
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