truck heat

Construction of the "corkscrew" road begins in the desert, where temperatures neared 115 degrees Fahrenheit.

Courtesy Toyota


­­A­sk any­one what the Super Bowl is, and they'll tell you it's ­the final game of the National Football League (NFL) season that decides which team goes home with the Vince Lombardi trophy. There's no disputing this. But a more detailed answer reveals that the Super Bowl has become much more than that. It's a media spectacle, with pregame concerts and activities, days of partying, interactive exhibits and, come game time, a showcase for the biggest and best TV commercials on the air.

In recent years, car manufacturer Toyota has made its mark on the advertising world by shooting some of the most dangerous ads ever attempted. Precision drivers put their lives on the line in real-life demonstrations that test the truck's mettle. The idea is to show the TV viewer something that can't be faked -- no camera tricks­, no computer effects and no post-production gimmicks. The ads have been a hit, but with that kind of success comes the pressure to try and top each one with something bigger and better.

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