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Maybe we're just getting to that time in our lives when our thoughts turn to payloads and hauling capacity but suddenly this site for the Toyota Tundra just seems so right. Toyota struck a pleasant chord with its simple, visually impactful commercials, demonstrating the vehicle's stopping, going and pulling capabilities without boring us. The site is an excellent compliment—it's strong yet cheerful, easy to get around and provides loads of eye-popping truck porn, plus useful information galore. You can get down and dirty with exhaust manifolds and front brake calipers, you can see the truck in action in all the relevant locations (the quarry, the job site and the ranch included, natch), see handy brand comparison info and, of course build your dream truck.
Now, I can't claim to be firmly in the Tundra demo sweet spot, but the site does seem to pony up more than enough solid information for real truck buyers/drivers, while remaining enticing to the Connecticut weekend trucker hauling deck chairs and dog food. The campaign is not overly clever or gimmicky and it's sufficiently "American" without the cement-head overtones.
But like much of the best brand communications, ultimately it works because of the product—the Tundra simply looks like a mighty sweet ride.