TOYOTA CANADA DRIVING INTO THE FULL-SIZE PICKUP MARKET
By Adnews Staff
Toyota Canada Inc. of Toronto has pulled into the full-size pickup market joining the Ford F150, GMC Sierra, Chevy Silverado and the Dodge RAM, with its new advertising campaign for the launch of its new full-size pickup the Tundra. The ad campaign breaks on September 14 and includes newspaper, magazine, television and radio advertising. The theme of the campaign is "Got what it takes? It takes everything you've got!". The ads were created to show the rugged pickup can haul all your recreation "stuff" wherever you need to go. Advertising will appear in fishing, hunting, boating, outdoor sports publications and general interest magazines. A 30-second spot for the new Tundra pickup urges drivers to attempt the various activities shown and includes no disclaimer unlike most vehicle commercials. Advertising for the new Tundra was done by DCC Communications of Toronto. DCC is a Denstu company.