The double pat is the way people have always shown appreciation for someone.

credits
BORN TO LEND A HAND
client
TOYOTA
agency
CONILL SAATCHI & SAATCHI

We started with a simple, familiar gesture: the double pat on the back. It’s quiet, unspoken, but instantly understood. A universal way of saying, “I got you,” without making a big deal out of it.

That became the core insight behind our launch for the new Tundra. This isn’t just a powerful truck—it’s the kind of vehicle that’s always there when you need it. The one that shows up, helps out, and has your back. Just like that double pat: subtle, dependable, and full of meaning.