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.
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