In the ’80s, soldiers in Chad pushed back Libyan tanks using nothing but Toyota trucks strapped with anti-tank weapons. It was known as “The Great Toyota War,” and would’ve made a great ad: “Our trucks are tougher than tanks!” Toyotas are still popular in places where there are no paved roads to the Tim Hortons so you’d think the carmaker would keep showcasing the durability of its trucks as it tries to woo longtime Chevy and Ford buyers here. Instead, 15-second TV spots by Dentsu feature a cowboy character named “The Sage” who dispenses wisdom from something called The Book of Truck. “A tool can only be as good as the man who wields it,” he says in one as a man fumbles with a power tool. The ads might be fine for a brand in need of a new image (we’re looking at you, Dodge), but in Toyota’s case, the product sells itself.
