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FAQ'S for deconstructing an ad format 

1) Key Consumer Benefit being portrayed. (Regular Bookmark/Link)
2) What is the benefit? 
(Quick Bookmark/Link)
3) How does it relate to your brand?
(Quick Bookmark/Link)
4) Is there a compelling reason why or permission to believe?
5) Who is the target?
6) What seem to be the demographics, psychographics and lifestyles portrayed?
7) What consumer insight is used to connect with the consumer?
8) What is the Brand Personality?
9) What personality traits does the brand portray through the commercial?
10) How do these relate to the brand?
11) Positioning Statement

For additional information click here (Script)

1) Key Consumer Benefit being portrayed.

The Tundra offers something (impressive speed & agility) you wouldn’t expect from full- size truck.

2) What is the benefit?

Not only can it go fast- but you can rely on what’s inside- has 4 oversized brakes, 6 speed transmission, a tow-haul mode, and is the fastest full size truck from 0 to 60, and 40 to 70 while doing it all.

3) How does it relate to your brand?

The only truck in its class that can perform as expected in the scenario offered. This is not your typical full size pick up.

4) Is there a compelling reason why or permission to believe?

The commercial uses a demonstrative format- literally shows the 4 massive disc brakes locking and working (stopping the truck from falling off a cliff) and captures the speed on the radar gun.

5) Who is the target?

Primarily males, 25-54 who prefer trucks over cars hands down. To them, driving a full size pick up should represent who they are as a man. Whether it’s’ rugged, sporty, etc- or in this case- leads the pack with superior and unexpected performance.

6) What seem to be the demographics, psychographics and lifestyles portrayed?

Live for the thrill, like to test limits, bring on the power. Look for products that exceed expectations. A man’s man, bring it on attitude.

7) What consumer insight is used to connect with the consumer?

For those who are looking for something more in a truck; crave the speed and performance of a sports car and the toughness/power of a pick up.

8) What is the Brand Personality?

“A truck that’s changing it all.”

9) What personality traits does the brand portray through the commercial?

Up for a challenge, atypical, performance driven exceeds expectations, reliable, fast, and tough, unique.

10) How do these relate to the brand?

These are all things that trucks are not typically shown to do or be. They are mainly positioned as work or outdoor-life type vehicles. Although they are shown in action by hauling a heavy load or using maximum storage capacity, the emphasis is not on things that get your adrenaline pumping- like speed or reaction time (as in this commercial). It’s not about how it looks, but what powers it on the inside and the effects of these things. Provides an intangible feeling with tangible benefits. Not just what it does, but how and why.

11) Positioning Statement

To the “truck guys” with a serious need for speed, power, and overall performance to get the job done, or challenge the open road. The all-new Tundra is the brand of full-size truck that can outperform the rest by impressive speeds, an equally powerful braking system, and the ability to start and stop effortlessly with over half a ton attached. The reason is credited to its new tow-haul mode, 6-speed transmission, and impressive torque power to create one mean Toyota machine. The brand character is that it has brawn and brains.