TESLA
Challenge
Tesla has been successful selling electric cars without traditional advertising.
Brief
Propose a non-traditional approach to launching the new Cybertruck, boasting the capabilities of the vehicle and the innovative essence of the brand.
Insight
Truck owners are extremely loyal customers, who are not easily swayed by advertising. A hands-on demo is necessary to convince truck owners that the Cybertruck is worthy enough to take the place of what many view as their most important tool.
Karamo Brown
Simone Giertz
Strategy
Give several of the most discriminating truck owners each a Cybertruck for a month to convince them that this truck is not only comparable to but more capable than their own trucks.
Execution
Since Texas has more trucks per capita than any other state, Cybertruck Warriors replaces all the trucks in six Texas communities for one month. This series takes on a challenge tough enough to symbolize the Cybertruck’s own capabilities. For many owners, their trucks are requisite equipment for their livelihoods. During this month-long trial, the Cybertruck is proven to be as dependable, capable, and heavy-duty as traditional trucks, with the added benefit of reducing emissions in a state where livestock and oil refineries are abundant. Hosts Karamo Brown (Netflix’s Queer Eye) and Simone Giertz (Youtube), follow several truck recipients as they assess the new vehicles. Brown interviews each driver about their journeys with the truck and how well it fits into their lives. Giertz customizes the trucks, as is frequently done, to better suit each truck owner’s needs.