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Thursday, May 16, 2024

All-new 2024 Toyota Tacoma can do it all in Super Bowl LVIII ad

 PLANO, Texas (February 8, 2024) — Toyota Motor North America (TMNA) returns to Super Bowl LVIII with a 30-second ad celebrating the launch of the . Tacoma is completely redesigned from the ground up, primed and reimagined to make off-road dreams come true. Tacoma 2024 . Tacoma is completely redesigned from the ground up, primed and reimagined to make off-road dreams come true. 

“Dareful Handle” features the all-new Tacoma conquering an exciting series of action-packed off-road adventures, playing on the question “can you handle it?” The adrenaline-fueled ad highlights the range of emotions passengers feel when holding on tightly to the side handles. The exhilarating ride elicits cries such as “close the front door,” “woah, woah, woah, woah,” and “I don't like it.” 

“The convergence of the launch of the all-new 2024 Toyota Tacoma, Super Bowl LVIII weekend and our recent announcement as the Official Automotive Sponsor of the NFL created an exciting communications opportunity for Toyota,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. “We are 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 television broadcast of the year.” 

“Dareful Handle” will air in first position (A) in the third commercial break of the third quarter. The ad was created by Toyota agency Saatchi & Saatchi, in collaboration with Le Truc, and directed by  Tarsem Singh . 

“I thought we would need a lot of acting, but the performance of the Tacoma was at a level where all the reactions are practically live,” says the commercial's award-winning director, Tarsem Singh. “The power and performance of the Tacoma exceeded all of my expectations, and I am excited for viewers to see this vehicle in action.” Singh has directed numerous Super Bowl ads, including Toyota's celebrated 2021 Super Bowl LV ad, “Upstream,” starring Paralympic swimmer Jessica Long. 

Viewers tuning into Super Bowl LVIII on Univision will be able to see “Undisclosed” in the first commercial break of the fourth quarter, a 30-second spot for the all-new Tacoma created by Conill and directed by  Goh Iromoto . The ad is a tribute to the outdoor adventures that Hispanics experience when they are on the road (already off-road) with their Tacoma. 

As the Official Automotive Sponsor of the NFL, Toyota will offer fans an exciting, multi-faceted experience in Las Vegas ahead of Super Bowl LVIII. Click  here  for more information. Fans will also see outdoor billboards and taxi hood advertising, previewing “Dareful Handle” throughout the city leading up to the Big Game.  

Click here to watch the 30-second “Dareful Handle” ad. To view the all-new 2024 Tacoma campaign ads released on February 5, click  here . For images and credits, click  here . 

About the 2024 Toyota Tacoma

The Toyota Tacoma has dominated the midsize truck segment for nearly two decades, and the all-  new 2024 Tacoma  sets a new standard for modern trucks. Completely redesigned and refreshed for the 2024 model year, Tacoma is ready to help drivers take on their most ambitious adventures. For this new generation of Tacoma, Toyota engineers have focused on its rich history of quality, durability and reliability, while incorporating modern technology, rugged styling and go-anywhere capability. The 2024 Tacoma is available in SR, SR5, TRD PreRunner, TRD Sport, TRD Off-Road, Limited, Trailhunter and TRD Pro versions. Select models with the i-FORCE engine are now on sale at Toyota dealers, while Those featuring the i-FORCE MAX hybrid powertrain, such as the first-ever Trailhunter and the Baja-inspired TRD Pro, will be available in spring 2024. 

Some of its most important functions: 

  • Available 2.4L i-FORCE MAX turbocharged hybrid powertrain with up to 326 hp and 465 lb-ft of torque 
  • Standard 2.4L i-FORCE turbocharged engine with up to 278 hp and 317 lb-ft of torque 
  • Unique suspension tuning for each grade with available coil spring rear suspension 
  • Available 14-inch touchscreen with the latest Toyota Audio multimedia system 
  • Manufacturer's suggested retail price starting at $31,500* 
  • Toyota 3.0 safety sensor 

TRD Pro Features: 

  • i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain 
  • Front seats with IsoDynamic performance 
  • TRD FOX® Shocks * QS3 
  • 33-inch Rugged-Terrain Tires and 18-inch Black TRD Pro Wheels. 

Trailhunter Features: 

  • 2.4L i-FORCE MAX turbocharged hybrid powertrain with high-mounted air intake 
  • Old Man Emu® brand forged monotube shock absorbers 
  • High-rise front bumper, roll bars and ARB® steel rear bumpers with recovery hooks 
  • 33-inch Rugged-Terrain tires and 18-inch Trailhunter bronze-coated wheels 

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