Toyota Tundra ad in Super Bowl XLIII

30th January 2009

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Saatchi LA is pleased to announce that the Toyota Tundra full-size pickup truck will return to the Super Bowl with a new actual demonstration ad in Super Bowl XLIII. The edge-of-your-seat :30 spot, "Killer Heat," will debut during the Super Bowl XLIII Halftime Show.

Continuing on the same theme as the current campaign for the full-size pickup truck, Tundra "Killer Heat" will demonstrate the truck's impressive capabilities by putting the Tundra in an against-all-odds scenario. The award-winning Toyota Tundra campaign officially began with two actual demonstration spots in Super Bowl XLI in 2007, "See Saw" and "Ramp." Following its Super Bowl premiere, a making-of video for "Killer Heat" will be available exclusively on www.howstuffworks.com and www.youtube.com/user/ToyotaUSA.

"Super Bowl viewers have come to expect white-knuckle drama and brute strength from our Tundra ads, and 'Killer Heat' will not disappoint. It may be our most spectacular Tundra ad yet," said Kim McCullough, corporate manager of marketing communications for Toyota.

Tundra "Killer Heat" is one of two Toyota ads that will air during the big game; the other is "Faces" from Burrell Communications, Toyota's African American agency of record, in support of the launch of the new 2009 Toyota VENZA.

The Tundra campaign is inspired by insights learned from "true truckers," who depend on their trucks day in and day out. They are the true opinion leaders among full-size truck owners and are highly credible because they demand the most out of the pickups they buy. The Tundra creative is anchored in moments of truth, those key situations where the truck buyer must be given the solid facts about why they should consider Tundra.

"Saatchi LA and Toyota have created the most authentic and effective voice in full-size truck advertising with the Toyota Tundra campaign," said Paul Mareski, President, Saatchi LA. "We're thrilled to have another Tundra ad in this year's Super Bowl."