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Allyn Pierce really loved his Toyota Tundra, and even had a special nickname and logo for his truck: the Pandra. Pierce is a nurse who managed the ICU of the hospital in Paradise, CA, the site of the state’s deadliest wildfire ever. When the fires were raging, he drove the Pandra back into the flames to help people, severely damaging his truck in the process, but Toyota has stepped up to give him a new one.
Pierce was stuck in traffic, attempting to evacuate like so many other residents of the town. When a bulldozer driven by some still-unknown badass knocked a path free for him to drive, instead of leaving, he turned back around into the flaming town.
The goal was to go back to the hospital, where around two dozen injured people were awaiting help. Pierce and other members of the hospital staff set up an emergency triage center on the hospital’s helipad and began to treat people.
Toyota couldnt buy a better ad if they tried. Great marketing and a deserving heroic recipient.