A 100-yard interception return for a touchdown wasn't the only outrageous feat of skill and strength seen during Super Bowl XLIII. Toyota bought 30 seconds of airtime for a new demonstration ad that showed a 2010 Toyota Tundra towing 10,000 pounds up a giant flaming corkscrew in the Mojave desert. It's the latest Tundra commercial in a series that started during Super Bowl XLI in 2007. Toyota's ad firm, Saatchi LA, calls the spot "Killer Heat."
General Motors and Ford also showed new tough-talking truck ads during the NFL playoffs. Will Toyota hold its own against the larger truck-makers in the advertising wars for the hearts and minds of true truckers?
"Super Bowl viewers have come to expect white-knuckle drama and brutestrength from our Tundra ads, and 'Killer Heat' will not disappoint," said Kim McCullough, corporatemanager of marketing communications for Toyota. "Itmay be our most spectacular Tundra ad yet."
Here's a look at "Killer Heat" and its making.