Toyota Celebrates the 2024 Tacoma with ‘Dareful Handle’ Super Bowl Ad

The Official Automotive Partner of the NFL will have multiple commercials about the truck...

Toyota Motor North America (TMNA) returned to Super Bowl LVIII with a 30-second ad celebrating the launch of the all-new 2024 Tacoma.

“The 2024 Toyota Tacoma launch, Super Bowl LVIII weekend and our recent announcement as Official Automotive Partner of the NFL create an exciting opportunity for Toyota,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America.

Toyota Celebrates the 2024 Tacoma with 'Dareful Handle' Super Bowl Ad | THE SHOP

“Dareful Handle” was 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.

“Dareful Handle” features the Tacoma conquering an array of off-road adventures, playing on the question, “can you handle it?”. The ride incites shoutouts, including “shut the front door”, “woah, woah, woah, woah”, and “no me gusta.”

“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 expectations, and I’m excited for viewers to see this truck in action.”

Meanwhile, viewers on Univision were to 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.

Click here to view the 30-second spot, “Dareful Handle.” To view the all-new 2024 Tacoma campaign spots, which launched Feb. 5, click here. 

As the Official Automotive Partner of the NFL, Toyota also brought fans a multi-faceted activation experience in Las Vegas leading up to Super Bowl LVIII. Click here for more information. 

Fans could 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.

“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,” said Tripp.

Pat Curtin

Pat Curtin is the managing editor of THE SHOP magazine.

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