OK, show of hands. Who else runs back from Superbowl fridge breaks to catch the commercials? OK, maybe it's just me. If there's anyone else anticipating the ad pitches more than the passes, add Toyota to your list of automotive advertising to watch for.

During Superbowl XL (that was last year, btw), Toyota let the Tacoma and Camry lead the charge. This year it will be the Tundra leading the Toyota team in the big game. (Had enough football analogies? Neither have we.) An unnamed Toyota executive says his company's Superbowl playbook consists of two 30-second spots heralding the truck's multi-million dollar launch.

Playing for the defense will be Chevrolet's star player, the Silverado. The Car Connection says GM will show three ads during the game, with their new truck ready to play for keeps. In their story they say GM may even use comparative ads to combat the Japanese blitz. TCC quotes Michael Jackson, GM's vice president of advertising, as saying, "We are going to do whatever it takes to protect our core business in large pickup trucks and large SUVs."

[Source: Adage]

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