• Brandweek, Friday, February 2, 2007 11:30 AM

Toyota's latest attempt to break the Big Three's stranglehold on the pickup-truck segment will be backed by a campaign heavy on testosterone, with images of muscle, Western drawls and the tagline "the truck that changes it all."

The effort is behind the new Tundra, which goes to dealers next week after two 30-second spots air during the Super Bowl. Both are set on the floor of a prairie surrounded by mountains. In one, the truck pulls a load of bricks up an incline, showing off its 10,800-lb capacity; the other has a Tundra barely getting past closing iron gates before stopping at the edge of a cliff.

The narration features the word "ain't" and describes the durability of the truck. The campaign is also relying on events and partnerships, with more than 550 event days nationwide, from store openings to ride-and-drives at dealerships, and will also use its continued relationship with Bass Pro Shops.

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