“Abuelita’s food truck”
With a 12,000-lb towing capacity, the Toyota Tundra is known for its strength. But power isn’t just measured in pounds, it’s measured in pride, heritage, and heart.
In partnership with Mitú, we chose to spotlight one of the most powerful forces of all, the abuelita. Not famous. Not an influencer. Just a grandmother with a tamale recipe passed down for generations — folded by hand, seasoned from memory, and perfected over a lifetime.
For years, she made them quietly in her kitchen — her food carrying memories, culture and tradition. So we gave her something bigger: a custom food truck towed by Tundra, so her entire community could taste the legacy she’d spent decades perfecting.
What began as a demonstration of strength became something deeper — a reminder that the most powerful things we carry aren’t measured in pounds — they’re measured in love.
Associate Creative Director, Art: Michelle Sensale
Associate Creative Director, Copy: Daphne Lefran