Toyota's Truck Summoner
This is a 30-second spot in the popular machinima style where a "World of Warcraft" player attacks a dragon using a Toyota Tacoma as his weapon.
An unbranded version of the commercial was posted on YouTube two days before it aired on TV by a Saatchi & Saatchi employee who worked on the campaign. Here's why it works: The video piggybacked on a well-established viral phenomenon in the gamer world, a WoW player named Leeroy Jenkins. Saatchi & Saatchi PR representative Erin Poole maintains that they did nothing to promote the video or seed it in gamer forums -- they just uploaded it to YouTube. I'd be more dubious if the geek legend that preceded it didn't have such strong viral legs.








