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What’s the deal with no tool ads during the Super Bowl?  Wow.  You’d think with all the additional focus on selling to individuals and DIYers right now that at least one of the big manufacturers would ante up to get in front of almost every living man, boy, and family thereof in the U.S.

But no tools ads.  We did, however receive two ads from Toyota, who appears to desire once and for all to separate themselves from the “mini-truck” era of yesteryear. 

More weirdness: Did someone forget to tell Toyota that viral video only works if you don’t “disable embedding” so people can, um, pass it virally?

Read on past the jump for our analysis and a stupid link to the second video, since the numnutzes at Toyota disabled it. If someone re-copies it (like the first one), we’ll add the link back in.

Here’s the second one: [Link]

Speaking as a guy who’s pulled 10,000 pounds worth of trailer with my poor old 1/2-ton Ford on a couple of occasions, I can tell you that it’s no small load to deal with.  It’s a tax on the entire drivetrain — and especially (as Toyota wisely points out) the brakes.  A transmission cooler is required, and that trailer better have pretty decent brakes as well.  And God forsakes those who don’t know how to adjust electric trailer brakes properly.

So let’s look at the “ramp” ad first.  I’m buying the ad’s general concept.  Given enough power and an strong enough drivetrain, I’m sure the Toyota’ll do exactly what you see it do.  But as “any truck guy’ll tell ‘ya,” it’s not the ability to do something like this once that gets you from coast to coast — or from the farm to market over and over again.  What matters is will the Toyota stand up to this kind of abuse for years?

That’s something that’s going to take a while to sell to the “truck guys.”  Is a Ford, Dodge, or GM truck the end-all-be-all?  Hell, no.  Each of ’em has quirks that their lovers hate.  But they’ve all also been around long enough that we all know their quirks, and we know how to handle ’em.  I’m certain that given some time, Toyota — and other imports — will finally make inroads into the hard-core truck crowd.  But they’re not gonna do it quickly.

The second ad, “see saw,” leaves me a little cold.  Sure, it’s a cool demonstration, but did anyone else notice how long the guy waited before he put on the brakes?  Maybe it’s more dramatic to see the truck ABS its way to a stop mere inches from the ground, but doesn’t Toyota realize that that’s not what a truck guy wants to see?  I wanted to see it come to a stop in a controlled manner with no ABS engaging.

Anyone who’s pulled 10k with a daily-driver truck on the street knows that a boring ride is a good ride.

Let us know what you think.

 

4 Responses to Super Bowl Ad Rundown, Part 1: Toyota

  1. nrChris says:

    As someone that hopes to soon be in the market for a truck, I cannot agree more about the boring ride being a good ride. A gimmick is not going to help haul a load. A fancy paint job or look is not going to help tow. I am looking for practical and inexpensive. So far, the search isn’t going well.

    Maybe by the time the new Toyotas are 10 years old, they will be affordable to me.

  2. TimG says:

    I’m an old school Toyota fan. The comments about customers not being sure the Toyota will ‘last’. All I can say to that is, look at the track record of all the ‘mini’ Toyota trucks that have been around since the 80’s and realize that they all last just fine (better!) then their domestic counterparts. Also realize, most of them have probably been doing the SAME work as the 1/2 ton counterparts all those years as well (or atleast close to it).

    Just imagine what a ‘full size’ Toyota can do if all the little ones have held up so well over the years.

    If one is looking for an inexpensive heavy duty truck.. well, good luck. You can’t get a good quality TOOL to do heavy duty work and not pay good money. We see it all the time in the tool world, it is the same in the truck world.

    Tim

  3. Jake says:

    I thoroughly enjoy my ‘mini’ truck and wish they’d stop getting bigger.

  4. Crispy says:

    Too bad they “Japanesed” the underhood room. The new Tundra has as much room under the hood now as a van. That’s not good. I remember when pick up trucks had enough room under the hoods to stand up in them. Its going to make it a pain to work on them yourselves.

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