Toyota’s participation in the final journey of the space shuttle Endeavour from Los Angeles Airport to the California Science Center has won a Gold Outdoor Lion at Cannes International Festival of Creativity. An unmodified 2012 Toyota Tundra CrewMax 4×4, purchased from a Los Angeles Toyota dealer, was used to tow the Endeavour over the Manchester Boulevard Bridge on October 12, 2012. The campaign was documented online at toyota.com/tundraendeavour.
The Mission 26 Endeavour journey took the 300,000 pound Endeavour on a custom-built 80-wheel vehicle through the streets with a top speed of two mph. The streets were covered with steel plates to better distribute the craft’s weight, protecting the underground sewer pipes. Every tree, power line, and street sign in the shuttle’s path was removed.
The Tundra was driven by Toyota’s in-house professional, Matt McBride. The co-pilot for this mission was Garrett Reisman, an astronaut who rode Endeavour to the International Space Station in 2008.
The Tundra, built in San Antonio, Texas, had a “Born in America” plate on the front. It will join Endeavour at the California Science Center, replacing another Tundra in an exhibit on the physics of leverage.
The Endeavour Pull project was developed at Saatchi & Saatchi LA, Los Angeles, by executive creative directors Margaret Keene, Chris Adams, creative director Erich Funke, copywriters Graham McCann Sr, Adam Wolinsky, art directors Verner Soler Sr and Avery Oldfield, illustrators Ron Thompson and Matt Titone.