How much is Toyota committed to making the Tundra a success? By putting it everywhere they could in the NY show. There were a few upstairs mixed in with the cars, and a bunch downstairs. The graphics campaign for the Tundra is bold, strong, and reflects the attributes of the vehicle. I like that they didn't try to soften it because for a truck to really be successful, the core users need to endorse it. This looked miles better than anything Ford, GM or Dodge had up.