Toyota had two spots in the 2007 Super Bowl from Saatchi & Saatchi L.A., both dramatically demonstrating some specs of its Tundra truck. In “Ramp,” Toyota shows a Tundra on an extended ramp, first showing how quickly the truck accelerates, then how quickly it brakes. In “See-Saw,” the truck tows a heavy load to demonstrate torque and, again, the brakes. Tagline: “The truck that’s changing it all.”
The duo was a hit with Ad Age reviewer Bob Garfield, who compared their strategy and execution favorably to contemporaneous Dodge commercials pitting its Ram trucks against a children's toy. "Let Dodge dramatize its truck ruggedness in a pretend showdown with a Rock'em Sock'em Robot," Garfield wrote. "Toyota staged a genuinely death-defying stunt demonstrating Tundra acceleration and braking, and a tamer but equally impressive demo of payload capacity and braking. If the cup holder is good, we're, like, 'Sold.'"
AGENCY: Saatchi & Saatchi
QUARTER AIRED: Q3