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23 September 2021

Truck and roll.

by Andrew MacGregor

Toyota Tundra: “Born From Invincible” - 60s

Toyota mark seventy years of trucking with this sturdy commercial from Saatchi & Saatchi and director Antoine Bardou-Jacquet. Like a racing video game with all stages unlocked, the ad drives through snow storms, dust clouds, stampedes, and - in an emotional nod to current events - wildfires.

It does suggest that the marque have withstood extreme conditions in the past and will continue to do so. The time-hopping fleet is well integrated too, and raises expectations for the advertised Tundra pickup.

We must talk about the EDM soundtrack though. How was a bloke called Chris Avantgarde allowed within two feet of Nina Simone’s 'Feeling Good'? Perhaps the advertised truck could run over the master recording and let the healing begin.

Film Production: Partizan Ⓟ Ⓦ
Director: Antoine Bardou-Jacquet Ⓟ Ⓦ
Producer: Louis Saint-Calbre
Executive Producer: Lisa Tauscher
Cinematographer: Glynn Speeckaert
Editor: Debbie Berman
Colourist: Mark Gethin @ MPC Ⓟ Ⓦ
Music: Feeling Good - Nina Simone (Chris Avantgarde Remix)

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