Feeling the pull of the outdoors or just craving an escape from the daily digital grind? Toyota taps into that desire with its major new marketing campaign, “Your Window to the Wild,” launched to celebrate the arrival of the completely redesigned 2025 Toyota 4Runner.

The campaign centers on the idea of rediscovering adventure, showcasing the all-new 4Runner as the vehicle to make it happen. Toyota aims to highlight how the new model stays true to its rugged, off-road heritage while incorporating modern comfort and technology.

“This campaign captures the essence of adventure that has defined the Toyota 4Runner for over 40 years,” stated Mike Tripp, group vice president of Toyota Marketing. He added that the 2025 model “blends rugged capability with modern innovation.”

Grand Outdoor Adventures

Created with agency Saatchi & Saatchi, the campaign’s lead television spot, titled “Into the Wild,” depicts a father and daughter exploring mountainous terrain in their new 4Runner.

When the father notices his daughter absorbed in her tablet, he steers them onto a more adventurous path, sparking her wonder as they navigate rough ground alongside playful animated forest creatures.

The spot, set to Lord Huron’s “La Belle Fleur Sauvage,” concludes with the pair fully immersed in nature at a campsite. Other shorter digital ads continue this theme, showing whimsical creatures interacting with 4Runner features.

Toyota also launched a parallel campaign targeting the Hispanic market called “4Runner Landia.” Developed by Conill, this initiative uniquely blends adventure with the dream of land ownership.

It features a contest running from April 14th to May 26th, where participants can enter to win a new 2025 4Runner and a parcel of land. The creative includes video spots and even a custom listing for the 4Runner on realtor.com.

This marketing push supports the arrival of the first truly redesigned 4Runner in over a decade. The 2025 model features updated styling, new trim levels like the overlanding-ready Trailhunter, and introduces two powertrain options: a standard i-FORCE turbo four-cylinder (278 hp) and a powerful i-FORCE MAX hybrid system (326 hp), both paired with an 8-speed automatic transmission.

Toyota positions the all-new 4Runner not just as an off-road tool but as a capable daily driver, too. The campaign suggests it’s built for those who want the ability to confidently venture off the beaten path and enjoy the outdoors while still needing a comfortable and modern vehicle for navigating city streets and everyday life.