Toyota

Midtown West, Urban Design

Times Square Toyota Billboard

Today’s your last chance to catch three professional climbers and one “daredevil amateur” scale a 100-foot-tall billboard in Times Square. The three-dimensional advertisement is for Toyota’s new RAV4 Hybrid and features a scale-able rock-climbing wall that rises ten stories and is mounted along the northeast corner of the DoubleTree Hotel at 1568 Broadway (47th Street and 7th Avenue).

The wall has a 96-foot vertical climb with more than 100 hand holds for the team of five climbers, made up of Christina Fate and her fiance, RAV4 Rally driver Ryan Millen, David Morton, an expert climber and technical consultant for the project, and veteran ice climbers and mountain guides Eric and Adam Knoff.

Should more interactive advertisements come to Times Square?

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