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Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos

Cleanliness of Toyota Mirai fuel cell exhaust depends on air quality

Is the water vapor coming out of Toyota's first production fuel-cell vehicle drinkable? If you're driving through the Sierra Nevadas? Probably. Cruising through Beijing? Not so much. Toyota executive Seiji Mizuno discussed whether the water vapor emitted from the Toyota Mirai is safe enough to drink and, according to Automotive News, the short answer is "yes," since the slightly-acidic vapor has "fewer organic impurities" than milk. The catch, though, is that the vapor immediately gets mixed with the surrounding air. That means that there's always the chance that something funky gets mixed in with the air intake, especially if the Mirai's driving through a smog-infested city. That makes the idea of swigging off the tailpipe a slightly riskier venture, so it's best to keep that reusable bottle full of tap water handy. Toyota, which recently showed the Mirai off at the Los Angeles Auto Show, confirmed earlier this month that the Mirai would start sales in California in 2015 with lease rates starting at $499 a month. While the model's MSRP will be $57,500, federal and state incentives could bring that number to less than $45,000. Fewer than 200 Mirai vehicles will be available in the US by the end of next year.

Toyota bids farewell to FJ Cruiser with Ultimate Edition at SEMA

Happy trails, to you... As we reported back in August, the FJ Cruiser is headed to the great automotive graveyard in the sky, and Toyota is offering a fitting eulogy in the form of the 2014 Trail Teams Ultimate Edition, which was just unveiled here at the 2013 SEMA Show.
Unlike many special edition models, the Ultimate FJ Cruiser earns its name with a host of parts from Toyota Racing Development, starting with TRD Bilstein race shocks that Toyota says improve damping, articulation and high-speed stability. The front shocks measure 66 millimeters and feature TRD race coil springs, with geometry that improves the approach angle; the 50mm rear units are equipped with remote reservoirs to diminish damping fade.
A new one-quarter-inch thick aluminum TRD front skid plate offers protection for the underbody bits, and the outfit is completed with a BF Goodrich A/T KO tires on 16-inch bead lock wheels, rock rails and a roof rack. Check out the high-res image gallery above and the press release below for all the rest of the details.