Texas Car Reviews

Making of the Toyota Tundra Superbowl Commercial

Posted on 20. Mar, 2009 by TJ Houghton in Toyota Stuff, Toyota Truck, Tundra

“Killer Heat” – Toyota Tundra commercial during Super Bowl half-time gets blazing response.

Following a tradition set during the 2007 Super Bowl, the Toyota Tundra was showcased in another daring TV commercial for this year’s football classic.

Titled “Killer Heat,” the 30-second spot demonstrated Tundra’s towing capacity and durability with a drive up a huge spiral ramp that was enclosed in fire for the final section.  The message was that Tundra oil and transmission cooling system helps maintain proper operating temperature of the 6-speed transmission, allowing Tundra to tow under extreme conditions, even when the outside temperature soars past 250 degrees.

The steep ramp was constructed in the Mohave Desert and features gas-fed hoops around the final curve that were ignited for the demonstration.  The Tundra’s stunt driver had to navigate carefully around the twisty road, which didn’t have any safety guard rails, and pull 10,000 pounds through the flaming tunnel before reaching the top platform, about 80 feet above ground.

Saatchi LA developed the commercial, the same creative minds that produced the “See Saw” and “Ramp” ads that were shown during the 2007 Super Bowl.  Other Tundra ads from Saatchi LA include the “Wrecking Hammer” demonstration.  The recurring theme through all the ads emphasizes Tundra prowess against all odds.

In the days following the debut of the “Killer Heat” commercial, bloggers and media certainly voiced an opinion.  They either loved it or hated it, but few were indifferent.  Shot in documentary style, this 4-minute spot has interviews with the director, stunt driver and others involved in producing the ad.  Additional features in the video include time-lapse photography of the ramp build, background on how the stunt was validated and safety precautions.

The Tundra’s factory towing package complements the durable 6-speed automatic transmission with an external automatic transmission fluid (ATF) cooler, World Standard ATF (designed to last more than 100,000 miles), tow-haul mode, ATF temperature gauge and increased engine-cooling capacity to help enhance the entire powertrain operating conditions.

View just the 30 second spot: