Super Off Road: TRD Pro Edition
- Brand
- Toyota
- Year
- 2014
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Saatchi & Saatchi
- With
- Monks
Objective
The launch of the 2015 TRD Pro line — Tundra, Tacoma and 4Runner — needed to land at the Chicago Auto Show with both off-road credibility and mass appeal, so Toyota tied the debut to its own off-road history. Reviving Super Off Road, the 1989 arcade game that had featured Toyota trucks, let the brand borrow arcade nostalgia to pull in people well outside the core off-road audience, while also giving showgoers something to do at the booth.
Solution
Players pick one of the three new TRD Pro trucks — Tundra, Tacoma or 4Runner, rendered in chunky 8-bit graphics — and steer it down a vertical dirt track from a top-down view, dodging ditches and jumps and fording water crossings while grabbing power-ups along the way. Steering works the same in a mobile browser at ToyotaSuperOffRoad.com or on the giant screen Toyota set up at its Chicago Auto Show booth, so a phone session and a show-floor run land on the same global leaderboard. After each run the player's time posts to that leaderboard, and they can send a direct challenge to a friend for a rematch.
- 1
The player opens the game directly in a phone or tablet browser at ToyotaSuperOffRoad.com (or Toyota.com/superoffroad), with no app download or install required. It presents itself as a late-1980s arcade throwback, reusing the pixel art of the original Super Off Road but replacing the original racer's branding with TRD Pro branding.
- 2
Before racing, the player picks one of three trucks from the TRD Pro lineup — Tundra, Tacoma, or 4Runner — each rendered as an 8-bit likeness of the real vehicle in the exclusive Inferno color.
- 3
The player then drives the chosen truck through an off-road track described as muddy and grueling, navigating ditches, jumps, and water crossings.
- 4
While racing, the player collects power-ups scattered along the track, which serve as the main way to improve performance during the run.
- 5
Each run posts a time or score to a shared leaderboard, showing the player's standing against everyone else who has played the campaign.
- 6
Separately, the player can challenge friends and invite them to race, turning a solo attempt into a head-to-head competition.
- 7
The same game also ran on a large digital screen at Toyota's Chicago Auto Show booth, letting visitors play and compete on-site rather than only online.
