Toyota just revealed the all-new 2024 Tacoma and its scream-filled Super Bowl ad that shows the pickup truck traversing various challenging terrains.
Toyota recently announced that it is the “Official Automotive Partner of the NFL” for this year’s Super Bowl.
“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,” Mike Tripp, group vice president of Toyota Marketing for Toyota Motor North America, stated in a press release.
The 30-second ad humorously portrays the 2024 Tacoma in action, with passengers screaming and holding on for dear life as “the most powerful Tacoma ever” tackles steep inclines and rocky paths.
But beyond the challenging landscape and speedy off-road maneuvers, one specific feature received prominent attention: the "whoa handle."
The ad is aptly titled “Dareful Handle,” which plays on the question, “Can you handle it?”
The Super Bowl ad was created by Toyota’s agency of choice Saatchi & Saatchi, in partnership with Le Truc, and helmed by award-winning director Tarsem Singh.
“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,” Singh said.
“Dareful Handle” is scheduled to air in the first position during the third commercial break of the Big Game’s third quarter.
Another 30-second ad titled “Undisclosed,” will air on the Mexican-American network Univision.
The localized ad was crafted by the cultural marketing agency Conill and directed by Goh Iromoto, who also directed the popular spot for The Farmer’s Dog in last year’s Super Bowl.
This Super Bowl ad campaign marks the latest chapter in Toyota's long-standing association with the iconic sporting event, and it may also be a sign that the global carmaker will remain visible in future Big Games.