Americans love consumption and firepower; any campaign that focuses on those concepts is bound to get us going. So when Toyota combined the power of cars and rocket ships, we took notice. The automaker’s latest campaign, ‘The Tundra Endeavor” (we’re checking to if Saatchi LA’s involved), plays to our obsession with outer space and our appreciation for all things wheeled and rugged. On October 13, one Tundra truck will tow the “national icon” Endeavour from LAX to its new home at the California Science Center.

To track the phases of ‘The Tundra Endeavour,’ Toyota has built a destination site. It currently features a generous Twitter promo (tweet, and Toyota will donate $50.00 to the CA Science Center) and a video on their upcoming challenge. To ensure their truck was up to the task, Toyota experts hitched it up to 307,000 pounds of material. It’s a normal Tundra truck,  they assure us; it’s just like the one you’ll buy in the lot.

If you’re a truck aficionado, it appears you’ve got two things to get excited about: one, getting to drive alongside a spaceship on the highway as it makes its trek to the museum and two, eventually driving this extraordinarily powerful rig. Just please, use its capabilities, whether you tow a horse trailer or a yacht. If you’re riding solo in a vehicle that has the ability to tow an epic national emblem (and thus probably gets 4 miles to the gallon), expect to dodge a few tomatoes and “accidental” car keys, especially in California.

Update: We’re still confirming but it does appear to be Saatchi & Saatchi LA’s handiwork as a tipster kindly sent us this:

“Saatchi LA creative team Verner Soler (Senior Art Director) and Graham McCann (Senior Copywriter) came up the idea of the Tundra Endeavour. Erich Funke is the CD. Chris Adams and Margaret Keene are the ECDs.”

It seems like a bold move, marketing a new vehicle toward baby boomers and away from younger buyers. But, hey, you don’t see many people under 40 cruising around in Pontiac Azteks (which the Toyota Venza sort of looks like), so why not market your new vehicle to empty nest-ers?

This new collection spots centered around “Baby Boomers Gone Wild” comes from Saatchi & Saatchi LA, and according to the announce, the concept comes from “Saatchi LA’s consumer insights research, which reveal that active boomers are willing to spend on things that bring them self-fulfillment; are exploring interests and activities that promote personal growth and evolution in the interest of staying young, flexible and relevant.” Unlike their children, who as you know use social media only to talk to friends and look at pictures of puppies, not to find keggers or hook up with other singles on social networks (duh).

So, how about it boomers? Do you feel empowered by the Toyota Venza, as having your children move away gave you a new sense of freedom as opposed to an identity crisis? Or, do you think that despite Saatchi LA’s research, they missed the mark with this new vehicle launch? Credits and two more spots after the jump.

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Literally moments after admitting to a few defections, Saatchi & Saatchi Los Angeles announced that it’s brought on two new executive creative directors, namely Chris Adams and Margaret Keene (guess which one is pictured). The TBWA\Chiat\Day LA alums, wh0 were last GCDs at said agency,  honed their craft as creatives on Nissan and Pedigree while at said agency. The pair had been TBWA lifers, where they spent a combined 34 years.

The creative pair, who last worked on the “Think Different” campaign for Apple (starring The Beatles), released this statement: “We’re incredibly excited to be joining the Saatchi & Saatchi LA family. They are wonderful people and Toyota is one of the world’s best brands” (Adams).

“They’ve built something really special, and we are thrilled to have the opportunity to come in and help write the next chapter,” Keene adds.

Despite some of the creative bleeding that’s occurred on the Pepsi/Gatorade side over the past several months, TBWA\Chiat\Day Los Angeles at least has some positive news to report in regards to its Nissan account. The agency announced that it’s appointed Glenn Sanders, Dylan Schwartz, and Garman Yip as ACDs on the automaker’s business.

Together, the three creatives most recently worked on the “Innovation for All” campaign for Nissan Leaf. Sanders (pictured), who has been freelancing for the likes of TBWA\Chiat\Day and Digital Kitchen over the past 15 months, was formerly a creative director at The Viral Factory and once served as interactive ACD within Chiat’s \TEQUILA unit. Schwartz also spent time at \TEQUILA as an art director and once held a senior AD post at Chiat LA. Like the others, Yip is no stranger to TBWA\Chiat\Day either, having spent 2004-2007 there as a senior art director.

In a statement, Chiat LA CCO Rob Schwartz says the three appointees “together add creative, digital and integrated focus to an already talented group.” The new ACDs will report to Nissan under group creative directors Margaret Keene and Chris Adams.

More: “Two More Chiat LA Departures? Two More Chiat LA Departures“