Toyota Toughs It Out

Toyota Motor Sales USA, L.A., has diverged from its "Everyday" theme for the launch of its full-size pickup truck, the 2000 Tundra, in ads from Saatchi & Saatchi, Torrance, Calif., that ask, "Have we gone too far? Or have others not gone far enough?" Budget is $30-40 million.

The theme change was made so that the Tundra would better stand out as it enters "the last bastion of domestic dominance" in autos: full-size pickups, said agency CEO Scott Gilbert.

Two 30-second TV spots breaking this week on network, cable and in spot markets tout the truck's performance and size. In one, the Tundra takes on a Lotus sports car on a quarter-mile track, gliding across the rugged terrain as the Lotus spins out. The second compares the toughness of the Tundra to an earth mover.

Also in the mix are outdoor, radio and print ads set for 30 national men's and auto books, and newspapers. Cross-promotions with Sears, Budweiser, Yamaha and others are in the works.

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