Production: Toyota wanted an advertisement for its Tacoma truck that would build on the attributes it wanted associated with the brand: power and strength. As part of Toyota's "Unbreakable" Tacoma campaign, the Saatchi & Saatchi
ad agency teamed with World of Warcraft creator Blizzard Entertainment and visual effects firm Hydraulx to create "Truck Summoner." On a two-month production schedule, a team of about six people created the ad. The companies declined to provide financial details on the project.
Result: "Truck Summoner" has generated about 3 million views on the Internet. The ad will continue to play on television. Since 2003, when the "Unbreakable" campaign began, the Tacoma has been the top-selling compact truck.
Toyota teamed with Saatchi & Saatchi to create its "Truck Summoner" ad, which went viral on the Web.