×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Toyota Goes Viral in World of Warcraft

By Staff Published on .

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.

-Greg Baumann

Toyota teamed with Saatchi & Saatchi to create its "Truck Summoner" ad, which went viral on the Web.


Most Popular