The Toyota Tacoma is not just a truck. It’s a legend. For over 25 years, it has been the best-selling midsize pickup in America, with a loyal fan base of adventurers, explorers, and thrill-seekers. And now, the Tacoma is ready to take on its biggest challenge yet: the Super Bowl LVIII.
Toyota’s Super Bowl Ad: Dareful Handle
On February 8, 2024, millions of viewers tuned in to watch the Super Bowl LVIII, the annual championship game of the National Football League (NFL). But they also got to witness something else: the launch of the all-new 2024 Toyota Tacoma.
Toyota Motor North America (TMNA) returned to the Super Bowl with a 30-second ad celebrating the launch of the completely redesigned Tacoma, primed and reimagined to make off-roading dreams come true. The ad, titled “Dareful Handle”, featured 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 highlighted the range of emotions passengers experience as they grip the passenger side handle for dear life. The exhilarating ride incited shoutouts, including the “shut the front door” handle, “woah, woah, woah, woah” handle, and “no me gusta” handle.
The ad was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Le Truc, and directed by Tarsem Singh, an award-winning director who has directed numerous Super Bowl ads, including Toyota’s celebrated 2021 Super Bowl LV ad, “Upstream”, starring Paralympian Jessica Long.
“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, TMNA. “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.”
“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 Singh. “The power and performance of the Tacoma exceeded all my expectations, and I’m excited for viewers to see this truck in action.”
The All-New 2024 Toyota Tacoma: What’s New?
The 2024 Toyota Tacoma is not just a facelift. It’s a complete overhaul from the ground up. The new Tacoma boasts a bold and rugged exterior, a refined and comfortable interior, a powerful and efficient engine, and a host of advanced features and technologies that make it the ultimate off-road truck.
Some of the key changes and improvements include:
- A new 3.5-liter V6 engine that delivers 278 horsepower and 265 lb-ft of torque, paired with a six-speed automatic transmission or a six-speed manual transmission (available only on the TRD Off-Road and TRD Pro models).
- A new hybrid option that combines a 2.5-liter four-cylinder engine with an electric motor and a lithium-ion battery, producing 225 horsepower and 206 lb-ft of torque and offering an estimated 30 mpg combined.
- A new TRD Pro model that offers the highest level of off-road performance and capability, with exclusive features such as a 2.5-inch FOX internal bypass shocks, a TRD-tuned front coil springs and rear leaf springs, a TRD front skid plate, a TRD cat-back exhaust, a TRD Pro grille, a TRD Pro hood scoop, a TRD Pro bed stamp, and 16-inch black TRD alloy wheels with Goodyear Wrangler All-Terrain tires.
- A new Trail Edition model that offers a more affordable and accessible option for off-road enthusiasts, with features such as a locking rear differential, a Multi-Terrain Select system, a Crawl Control system, a 120-volt power outlet in the bed, a composite bed with storage bins, and 16-inch dark gray TRD Off-Road wheels with Kevlar-reinforced tires.
- A new Nightshade Edition model that adds a touch of style and sophistication, with features such as a black grille, black mirror caps, black door handles, black badging, black exhaust tip, and 18-inch black alloy wheels.
- A new infotainment system that features a 9-inch touchscreen, Apple CarPlay, Android Auto, Amazon Alexa, SiriusXM, and a JBL premium sound system (available on select models).
- A new safety system that includes Toyota Safety Sense 2.5, a suite of advanced driver-assist features such as pre-collision system with pedestrian detection, lane departure alert with steering assist, lane tracing assist, road sign assist, dynamic radar cruise control, and automatic high beams.
- A new panoramic view monitor that provides a 360-degree view of the surroundings and a multi-terrain monitor that provides a view of the terrain under the vehicle (available on select models).
The 2024 Toyota Tacoma is available in six trim levels: SR, SR5, TRD Sport, TRD Off-Road, Limited, and TRD Pro. The starting price for the base SR model is $26,150, while the top-of-the-line TRD Pro model starts at $46,250.
Why Choose the Toyota Tacoma?
The Toyota Tacoma is not just a truck. It’s a lifestyle. It’s a vehicle that can handle any terrain, any weather, and any challenge. It’s a vehicle that offers versatility, reliability, and durability. It’s a vehicle that inspires adventure, exploration, and fun.
The Toyota Tacoma is the ultimate off-road truck for Super Bowl fans because it shares the same spirit of excellence, passion, and excitement. It’s a truck that can take you from the stadium to the mountains, from the city to the desert, from the highway to the trails. It’s a truck that can make your off-roading dreams come true.
So, can you handle it? If you’re ready to experience the all-new 2024 Toyota Tacoma, visit your local Toyota dealer today and schedule a test drive. You won’t regret it. @via ad Ruby.
- Add new comment
- 136 views
