The spotlight will shine on the rugged allure of the all-new 2024 Toyota Tacoma in an appearance during Super Bowl LVIII this weekend. Toyota Motor North America (TMNA) takes center stage with a gripping 30-second ad, showcasing the Tacoma’s revamped design and off-road capabilities.
Dubbed “Dareful Handle,” the commercial plunges viewers into a heart-pounding montage of off-road escapades, daring them to question: “Can you handle it?” Passengers cling to the edge of their seats, gripping the iconic passenger side handle for dear life, as the Tacoma navigates through adrenaline-fueled terrain. From exclamations like “shut the front door” to “no me gusta,” the spot captures the rollercoaster of emotions elicited by the Tacoma’s exhilarating ride.
Mike Tripp, group vice president of Toyota Marketing at Toyota Motor North America, underscores the strategic synergy between the Super Bowl platform, the recent NFL partnership announcement, and the Tacoma’s launch. This convergence provides a prime opportunity for Toyota to amplify its message, showcasing the Tacoma’s dominance on the trail to millions of viewers.
Directed by award-winning filmmaker Tarsem Singh, known for his cinematic prowess, “Dareful Handle” brings the Tacoma’s power and performance to life with authenticity. Singh’s testament to the Tacoma’s capabilities underscores the genuine reactions captured on screen, transcending mere acting to showcase the truck’s prowess in action.
In addition to the adrenaline-charged commercial, viewers tuning into Super Bowl LVIII on Univision will be treated to “Undisclosed,” a 30-second spot highlighting the Tacoma’s appeal among Hispanic audiences. Directed by Goh Iromoto and created by Conill, the creative pays homage to the spirited adventures Hispanics embark on with their Tacomas, both on and off the road.
As the Official Automotive Partner of the NFL, Toyota extends the Super Bowl experience beyond the screen, offering fans a multi-faceted activation in Las Vegas. From out-of-home wild postings to bespoke taxi tops teasing “Dareful Handle,” Toyota ensures its presence is felt throughout the city in the lead-up to the Big Game.
With “Dareful Handle,” Toyota not only showcases the Tacoma’s legendary capability but also solidifies its status as a trailblazer in the automotive industry, leaving viewers exhilarated and eager to embark on their own off-road adventures.
The new 2024 Toyota Tacoma is priced starting at $32,995 and is currently available at your local Toyota dealerships.