PLANO,
Texas, May 22, 2024 /PRNewswire/ -- There's a
saying that if you want to go into the wild, any truck can take
you. If you want to get back, take a Land Cruiser. Toyota put that
to the test with its new Land Cruiser marketing campaign featuring
award-winning actor Hilary Swank and actor/comedian
Jimmy O. Yang. Hilary and Jimmy go
through a series of challenges, each with a Land Cruiser to see if
they can "get back."
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9270151-toyota-land-cruiser-get-back-challenge/
The anchor of the campaign is a three-minute short film
presenting the "Land Cruiser Get Back Challenge." It begins in
dramatic fashion with helicopters dropping the Land Cruisers onto a
snowy embankment, with Hilary (and her friend Deon Taylor) and Jimmy (joined by his father
Richard Ouyang) removing their
blindfolds to see the trucks ready for action.
Each team takes a unique path to get back to civilization with
various obstacles and terrain along the way. They are provided a
satellite phone as a last resort if they are lost or stuck. But if
they use it, the adventure is over. Team Jimmy takes on the
mountains while Team Hilary traverses through the high desert.
"I love the outdoors and I love trucks," said Actor Hilary Swank. "So driving the new Toyota Land
Cruiser in the Land Cruiser Get Back Challenge was a blast! I ended
up on a really rocky and muddy course during the Challenge and the
Land Cruiser adapted over everything incredibly well."
Through each challenge, the participants see first-hand the
rugged capability of the Land Cruiser. While Hilary and Deon climb
a steep mountain grade, the Multi-Terrain Monitor system on the
head unit display provides additional guidance on the path ahead.
They also rely on the powerful iFORCE MAX powertrain and Full-Time
4WD in muddier conditions.
For Jimmy and Richard, this adventure provided a way for them to
spend time together in the outdoors, while also introducing them to
unfamiliar driving conditions, like packed in snow. Features like
Multi-Terrain Select and crawl control become staples to navigate
their slippery situations.
"I was excited to go on an adventure in the Land Cruiser, but it
was a challenge of a lifetime to survive my dad's complaints in the
wilderness," said Actor/Comedian Jimmy O. Yang. "It wasn't an easy
journey, but it was a great father and son bonding experience that
we'll never forget."
The scenic backdrop of the "Land Cruiser Get Back Challenge"
provides iconic imagery, fitting with places Toyota customers are
used to seeing the iconic legend. Launched in 1958, the Land
Cruiser set the standard with the reliability, durability, and
platform from which all Toyota trucks are modeled. But Toyota hopes
the marketing campaign for the all-new 2024 Land Cruiser will
showcase its rugged heritage and durability to a new generation of
adventurers.
"It was great to watch Hilary
Swank and Jimmy O. Yang put
the new Land Cruiser to the test, demonstrating its unmatched
ability to conquer diverse terrains and obstacles in their quest to
'get back,'" said Mike Tripp, Toyota
Marketing group vice president. "Land Cruiser retains its legendary
capability, and we are excited for the world to experience the next
edition of this iconic SUV."
Watch the "Land Cruiser Get Back Challenge" to see if Team
Hilary and Team Jimmy "get back."
Media Contacts:
Adam
Lovelady
Toyota Motor North America
469-292-1740
Adam.lovelady@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
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SOURCE Toyota