Toyota Motor North America (TMNA) returns to Super Bowl LVIII with a 30-second ad celebrating the launch of the all-new 2024 Tacoma. The Tacoma is completely redesigned from the ground up, primed and reimagined to make off-roading dreams come true.
“Dareful Handle” features the all-new Tacoma conquering a thrilling array of action-packed off-road adventures, playing on the question, “can you handle it?”. The adrenaline-pumping spot highlights the range of emotions passengers experience as they grip the passenger side handle for dear life. The exhilarating ride incites shoutouts, including the “shut the front door” handle, “woah, woah, woah, woah” handle, and “no me gusta” handle.
“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.”
“Dareful Handle” is slated to air in the first position (A) in the third commercial break of the third quarter. The spot was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Le Truc, and directed by Tarsem Singh.
This professional campaign titled 'Dareful Handle' was published in United States in February, 2024. It was created for the brand: Toyota, by ad agencies: Le Truc and Saatchi & Saatchi. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 12 days ago.