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DETROIT Toyota’s assault on the Big Three’s stranglehold on the pickup segment will be led by a campaign that leans on pure testosterone, with images of muscle, Marlboro Man-ish drawls and a tagline that assures that Toyota will make a difference.
“The truck that changes it all” will be the call of the advertising for the new Tundra, which ships to dealers next week on the heels of two 30-second spots during Sunday’s Super Bowl.
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