PLANO, Texas – In a Super Bowl commercial that will have viewers gripping their seats, Toyota Motor North America (TMNA) has just unveiled the all-new 2024 Tacoma in a 30-second spectacle of dirt, daring, and dramatic drivability. Branded “Dareful Handle,” this ad is not just a showcase but a full-blown adventure, asking the audience if they’re ready to handle the wild ride of the newly redesigned Tacoma.
Set to air during the most anticipated TV event of the year, Super Bowl LVIII, the ad spotlights the Tacoma’s off-road prowess through an adrenaline-inducing journey that leaves passengers clinging to the “shut the front door” handle. From heart-stopping “woahs” to exclamations of “no me gusta,” the commercial captures a range of live reactions to the Tacoma’s performance, showcasing just how thrilling off-roading can be.
Mike Tripp, Toyota Marketing’s group vice president, highlighted the synergy of launching the all-new 2024 Tacoma over Super Bowl weekend, especially with Toyota’s recent designation as the Official Automotive Partner of the NFL. This alignment, according to Tripp, presents a golden opportunity to exhibit the Tacoma’s legendary capability and the partnership’s power during the most-watched broadcast of the year.
Directed by the acclaimed Tarsem Singh, known for his work on Toyota’s 2021 ad featuring Paralympian Jessica Long, the commercial exceeded expectations with genuine reactions to the Tacoma’s capabilities. Singh praised the truck’s performance, emphasizing that little acting was required to convey the excitement of driving the Tacoma.
In addition to the primary “Dareful Handle” spot, Univision viewers will be treated to another Tacoma-centric ad during the Super Bowl, focusing on the adventures that resonate with Hispanic audiences. This spot, “Undisclosed,” celebrates the joy of on and off-road escapades with the Tacoma, adding a cultural twist to Toyota’s Super Bowl advertising slate.
The 2024 Tacoma itself is a marvel of modern engineering and design, setting new benchmarks in the mid-size pickup truck segment. With a lineage of quality, durability, and reliability, the latest Tacoma incorporates cutting-edge technology, rugged aesthetics, and unparalleled off-road capability. It is available in various models, including the trail-ready Trailhunter and the performance-focused TRD Pro, equipped with the powerful i-Force Max 2.4L Turbocharged Hybrid Powertrain.
As Super Bowl LVIII approaches, Toyota is gearing up to offer fans an unforgettable activation experience in Las Vegas, complete with sneak peeks of the “Dareful Handle” ad and interactive brand engagements. The 2024 Tacoma is poised not just to take on the trails but to conquer the hearts of truck enthusiasts and adventurers alike, starting at a manufacturer’s suggested retail price of $31,500 (INR 26.14 lakh).