Fueled by a heavy dose of testosterone, advertising for the new Toyota Tundra pickup truck will carry the tagline: "The truck that changes it all."
Two 30-second spots break during
Sunday's Super Bowl. Both are set on the floor of a prairie surrounded by mountains. Narration comes from a nicotine-rasped male that colloquially tosses in an "ain't" here and there as he describes
the durability of the truck.
In one, the Tundra pulls a load of bricks up an incline, showing off a 10,800-lb towing capacity. The other spot shows a speeding Tundra barely zipping past
two closing iron gates, then abruptly stopping at the end of a road that ends on a cliff's edge.
The campaign is significant for its reliance on events and partnerships, with more than
550 event days nationwide, from store openings for some of its newest partners to small ride-and-drive functions at dealerships.
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