It is, says the Marlboro Man-sounding VO in this latest Toyota Tundra commercial. Set in the Mojave dessert, this Saatchi & Saatchi production can actually leave you in awe of the Toyota Tundra for 30 seconds there.

Well, how else would you react when you see a stylishly made-up monster truck towing 10,000 pounds of cargo through an 80 feet tall screw-shaped tunnel that’s being set ablaze up to a frightening 257.6 degrees Fahrenheit at the final stage as climax of this Toyota Tundra 2010 video?

But here’s the killer question: is the $23,155 Toyota Tundra worth all that excitement?