Toyota to launch major pickup truck campaign in US
Afp, Detroit
Japanese automaker Toyota will launch a major assault on US supremacy in the domestic pickup truck market this weekend with a splashy ad campaign aimed at football fans during the Super Bowl. Toyota will be pitching its new Texas-built Tundra pickup truck to the largest television audience of the year, where advertisers customarily go all-out to produce unique ads to show during the annual football championship. The spots attract as much attention as the game in some cases, and are selling for 2.3 million dollars per 60 seconds. It is a big challenge for Toyota: Ford, General Motors and Chrysler have until now dominated the lucrative pickup truck market in the United States, where owners have intense brand loyalty.
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