Toyota Motor North America is set to captivate audiences during Super Bowl LVIII with a 30-second ad celebrating the launch of the redesigned 2024 Tacoma. Titled “Dareful Handle,” the commercial showcases Tacoma’s off-road prowess and invites viewers to experience the exhilarating adventures it offers.
In “Dareful Handle,” passengers grip the truck’s handle tightly as they embark on thrilling off-road journeys, experiencing a rollercoaster of emotions along the way. The ad highlights Tacoma’s legendary capability and invites viewers to ponder, “Can you handle it?” Alternative names for the handle, such as “shut the front door” and “woah, woah, woah, woah” handle, add to the excitement of the ride.
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“The convergence of the all-new 2024 Toyota Tacoma launch, Super Bowl LVIII weekend and our recent announcement as Official Automotive Partner of the NFL created an exciting communication opportunity for Toyota,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. “We’re thrilled to leverage the power of our product, our partnership and two iconic brands to highlight the trail-dominating power and legendary capability of the all-new Tacoma during the most-watched TV broadcast of the year.”
“I thought we would need a lot of acting but the Tacoma delivered on such a level that all the reactions are pretty much live,” said the spot’s award-winning director, Tarsem Singh. “The power and performance of the Tacoma exceeded all my expectations, and I’m excited for viewers to see this truck in action.” Singh has directed numerous Super Bowl ads including Toyota’s celebrated 2021 Super Bowl LV ad, “Upstream,” starring Paralympian Jessica Long.
Additionally, viewers tuning into Super Bowl LVIII on Univision will be treated to “Undisclosed,” a 30-second spot featuring the all-new Tacoma, directed by Goh Iromoto and created by Conill. This creative tribute celebrates the freewheeling adventures Hispanic drivers experience on and off the road with their Tacomas.
As the Official Automotive Partner of the NFL, Toyota plans to engage fans with exciting activations in Las Vegas leading up to Super Bowl LVIII. From out-of-home wild postings to bespoke taxi tops featuring “Dareful Handle,” Toyota aims to generate buzz and anticipation for its Super Bowl campaign across the city.
With “Dareful Handle,” Toyota invites viewers to join in the excitement and experience the thrill of the all-new 2024 Tacoma firsthand, solidifying its reputation as a leader in off-road performance and capability.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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