The 30-second spot, titled “Dareful Handle,” is a celebration of the all-new 2024 Toyota Tacoma. This year’s Super Bowl ad, developed by Saatchi & Saatchi, showcases the Tacoma in a series of daring off-road adventures, posing the question to viewers: “Can you handle it?”
The Thrill of the Ride in “Dareful Handle”
The ad features the Tacoma navigating through a range of extreme off-road conditions, eliciting a variety of reactions from its passengers. The commercial humorously names different types of passenger handles based on these reactions, like the “shut the front door” handle and the “woah, woah, woah, woah” handle, highlighting the intensity and excitement of the ride.
A Strategic Launch During the Super Bowl
Mike Tripp, group vice president of Toyota Marketing at Toyota Motor North America, expressed the company’s enthusiasm for this advertising opportunity. “The convergence of the all-new 2024 Toyota Tacoma launch, Super Bowl LVIII weekend, and our recent announcement as the Official Automotive Partner of the NFL created an exciting communication opportunity for Toyota,” he said. The company aims to capitalize on this major event to showcase the Tacoma’s power and legendary capabilities.
Creative Minds Behind the Ad
“Dareful Handle” is the product of collaboration between Toyota’s agency of record, Saatchi & Saatchi, and Le Truc, with direction by the acclaimed Tarsem Singh. Singh, known for directing multiple Super Bowl commercials, including Toyota’s 2021 ad featuring Paralympian Jessica Long, praised the Tacoma’s performance. “The power and performance of the Tacoma exceeded all my expectations,” Singh commented.
Special Spot for Univision Viewers
Super Bowl LVIII viewers on Univision will also see “Undisclosed,” another 30-second spot featuring the 2024 Tacoma. Created by Conill and directed by Goh Iromoto, this ad is a nod to the adventurous spirit of the Hispanic community, celebrating their off-road journeys with the Tacoma.
Engaging Fans Beyond the Screen
As part of its partnership with the NFL, Toyota is also offering a multifaceted activation experience in Las Vegas leading up to the Super Bowl. Fans can expect to see sneak peeks of “Dareful Handle” around the city, including bespoke taxi tops and wild postings.
The All-New 2024 Toyota Tacoma: A Game-Changer in the Pickup Truck Segment
The 2024 Tacoma is set to redefine the mid-size pickup truck segment with its complete redesign and advanced features. Available in various models including the TRD Pro and the first-ever Trailhunter, the Tacoma offers a choice of a standard i-FORCE 2.4L Turbocharged Engine or the more powerful i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain. Key features include unique suspension tuning, a large touchscreen display, and the latest Toyota Safety Sense 3.0.
With a starting MSRP of $31,500, the 2024 Tacoma is not just a vehicle for off-road enthusiasts but a versatile pickup for any adventure.
*The features and specifications mentioned are subject to change based on the market availability of the vehicle.
