Off-roading Dreams Come True in 30-second
spot, "Dareful Handle"
PLANO,
Texas, Feb. 8, 2024 /PRNewswire/ -- 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.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9248951-toyota-tacoma-2024-super-bowl-lviii-ad/
"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.
"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," said the spot's award-winning director, Tarsem Singh.
"The power and performance of the Tacoma exceeded all my
expectations, and I'm excited for viewers to see this truck in
action." Singh has directed numerous Super Bowl ads including
Toyota's celebrated 2021 Super Bowl LV ad, "Upstream," starring
Paralympian Jessica Long.
Viewers who tune into Super Bowl LVIII on Univision will be
treated to "Undisclosed" in the first commercial break of the
fourth quarter, a 30-second spot featuring the all-new Tacoma
created by Conill and directed by Goh Iromoto. The creative is a
tribute to the freewheeling adventures Hispanics have when they're
on the road – and off-roading – with their Tacoma.
As the Official Automotive Partner of the NFL, Toyota will bring
fans an exciting, multi-faceted activation experience in
Las Vegas leading up to Super Bowl
LVIII. Click here for more information. Fans will also spot
out-of-home wild postings and bespoke taxi tops, offering a sneak
peek of "Dareful Handle" throughout the city leading up to the Big
Game.
Click here to view the 30-second spot, "Dareful Handle." To view
the all-new 2024 Tacoma campaign spots, which launched February 5, click here. For images and credits,
click here.
About the 2024 Toyota Tacoma
The Toyota Tacoma has
dominated the mid-size pickup truck segment for nearly two decades,
and the all-new 2024 Tacoma sets a new standard for modern trucks.
Completely redesigned and reimagined for model year 2024, the
Tacoma is ready to help drivers tackle their ambitious adventure
bucket lists. For this new generation of Tacoma, Toyota engineers
focused on its rich history of quality, durability and reliability
– while incorporating modern tech, 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
grades. Select models featuring the i-FORCE engine are
currently on sale at Toyota dealerships, while those with the
i-FORCE MAX hybrid powertrain, like the first-ever Trailhunter and
the Baja-inspired TRD Pro, will be
available in Spring 2024.
Key features include:
- Available i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain with
up to 326 Horsepower and 465 lb. ft of Torque
- Standard i-FORCE 2.4L Turbocharged Engine with up to 278
Horsepower and 317 lb.-ft. of Torque
- Unique Suspension Tuning for Each Grade with Available Coil
Spring Rear Suspension
- Available 14-inch Touchscreen Display with Latest Toyota Audio
Multimedia System
- Manufacturer's Suggested Retail Pricing Starting at
$31,500*
- Toyota Safety Sense 3.0
TRD Pro features:
-
- i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain
- IsoDynamic Performance Front Seats
- TRD-tuned FOX® * QS3 Internal Bypass shocks
- 33-In. Rugged-Terrain Tires and 18-In. Black TRD Pro
Wheels
Trailhunter features:
-
- i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain with High-mount
Air Intake
- Old Man Emu® forged monotube shocks
- High-clearance front bumper, rock rails and ARB® steel rear
bumper with recovery hooks
- 33-In. Rugged-Terrain Tires and 18-In. Bronze-finished
Trailhunter Wheels
About Toyota
Toyota (NYSE: TM) has been a part of the cultural fabric in
North America for more than 65
years, and is committed to advancing sustainable, next-generation
mobility through our Toyota and Lexus brands, plus our more
than 1,800 dealerships.
Toyota directly employs more than 63,000 people in North America who have contributed to the
design, engineering, and assembly of nearly 47 million cars and
trucks at our 13 manufacturing plants. By 2025, Toyota's
14th plant in North
Carolina will begin to manufacture automotive batteries for
electrified vehicles. With more electrified vehicles on the road
than any other automaker, Toyota currently offers 27 electrified
options.
For more information about Toyota, visit
www.ToyotaNewsroom.com.
Media Contacts:
Adam Lovelady
Toyota Motor North America
469-292-1740
Adam.lovelady@toyota.com
Sam Mahoney
Toyota Motor North America
980-900-8573
Samuel.mahoney@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota Motor North America
