"Your World"

1 October 2026

30s

This is... a lot - is it too much?

Where does an ad leave you if you don't identify with all the rough-and-tumble outdoor activity being thrust in your face? DAVID has made the point for years that the reality of SUVs is that almost no one uses them in a rugged environment and the pretence that they do is a form of advertising cosplay.

This TVC for Toyota Trucks takes it to a whole new level, and possibly beyond the point where it works in favour of the advertising proposition into a zone where punters may feel they can't actually live up to the depiction they're seeing.

After all, there has to be a point where all the derring-do will make some of the people who might be looking for a vehicle like this feel they are disqualified from owning one... and, if there is, this might well be the wrong side of that line.

USA

Cars