Toyota's Tundra pick-up truck will receive a $100 million-backed ad campaign as the company looks to become the world's top carmaker, writes Advertising Age.

Two ads that will debut during this weekend's Super Bowl are just a small part of a huge campaign that will include specific efforts devoted to the Hispanic audience. That effort will be made up, in part, of a Toyota a presence at Mexican-style rodeos and other events.

The push will also mark Toyota's largest digital initiative - though AdAge doesn't provide details about the "what" and "how-much."

Outdoor and local, grassroots marketing, including regionalized dealer events, will be a huge component of the campaign, accounting for almost half of that $100 million.