Toyota Airing Second Super Bowl Ad for Tundra

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We were mildly surprised yesterday to learn that Toyota is going to air a Super Bowl spot for its all-new Venza crossover. Today, we’re simply blown away that the company — which today will report its first annual net loss in history — is spending another $3 million on a commercial for its full-size pickup, the Tundra.

Two years ago, Toyota used the Super Bowl to debut the redesigned Tundra. The series of commercials were well-received, showing off the truck’s capabilities in extreme tests. However, the reality of dismal sales of the truck recently — and failure to make a significant dent in the domestics’ hold on the segment — make the idea of showing it off in a Super Bowl commercial puzzling, to say the least.

Titled “Killer Heat,” the ad will show the Tundra in more extreme circumstances. We’ll have a full wrap-up of all the big game’s best and worst car commercials Monday morning, so see if Toyota can score with its two spots.

Toyota Super Bowl Ads

Former managing editor David Thomas has a thing for wagons and owns a 2010 Subaru Outback and a 2005 Volkswagen Passat wagon.  Email David