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LOS ANGELES Publicis Groupe’s Saatchi & Saatchi tonight will break a demonstration spot for the Toyota Tundra Crewmax truck that speaks more in the voice of the brand than the agency’s Super Bowl spots, said the creative director spearheading the campaign.
“After proving the capability of the Tundra, in this one spot we’ve outdone ourselves in terms of the drama,” said Erich Funke, cd at the Torrance, Calif., shop. He said the wry humor of the voiceover is in the slightly broader tone of the teaser campaign, which used lines like, “That’s the biggest toad in the puddle.”
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