Toyota Buys Two Super Bowl Spots

Will Promote New Model of Tundra Truck

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DETROIT ( -- Toyota will be a Super Bowl advertiser again this year, Jim Lentz, exec VP of Toyota Motor Sales USA, told Advertising Age. Toyota will showcase its newly remodeled Tundra full-size pickup, he said.

The Tundra gets to go to the Super Bowl.

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He declined to comment further, but an executive close to the automaker said Toyota has purchased two 30-second spots in the big game as part of the $100 million-plus launch of its most competitive Tundra ever.

Toyota has said it hopes to double annual sales of the Tundra from 100,000 units to 200,000.

Saatchi & Saatchi Los Angeles in Torrance, Calif., handled. Saatchi, which is said to be filming the work now, didn't return calls.

Last year's Super Bowl
The automaker also bought two 30-second slots during last year's Super Bowl. One spot, from Saatchi, showed a Tacoma compact pickup surviving a battering by the surf. In the other, from Toyota's Hispanic agency, Conill, New York, a father speaking English with a Spanish accent tells his son, sitting in the back seat of a new Camry, about the car's hybrid engine.

Toyota and Lexus both have successfully grown their brands by expanding their truck lines in recent years. Toyota went from 26 truck models in 2000 to 52 in 2005, according to Automotive News. In the same timeframe, the automaker went from 17 car models to 26.
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