• by Tanya Gazdik , February 8, 2024

Toyota Motor North America is focusing on the capability of the 2024 Tacoma in a dramatic 30-second Super Bowl spot. 

The automaker has been teasing the spot this week on its social channels, including Instagram.

The comedic “Dareful Handle” shows the pickup truck conquering an array of action-packed off-road adventures, prompting the passengers to show their appreciation for the side grab handle as they grip it 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 spot 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.

Singh has directed numerous Super Bowl ads including Toyota’s celebrated 2021 Super Bowl LV ad, “Upstream,” starring Paralympian Jessica Long.

This marks Toyota’s return after not airing an ad in the 2023 game broadcast — the first occasion this had happened since 2017. 

The automaker reversed an earlier decision not to advertise on the Big Game after it was approached by CBS with extra inventory, says Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. 

“One of my favorite quotes is 'luck is what happens when preparation meets opportunity,’” Tripp tells Marketing Daily.

The automaker had been working on the creative and the media plan for the Toyota Tacoma for 18 months and was able to quickly pivot into the Big Game. Any one of the spots from the campaign rises to the level of Super Bowl-worthy, he says. 

“Great creative is great creative, and if you can find a simple truth, a simple truth that everybody gets, then that's usually a good place to start with creative,” Tripp says. " Let's not complicate it. Let's tell a super-simple truth that brings to life the incredible capabilities of this vehicle and the fun and the excitement that you have, whether you're driving or riding along.”

Viewers who tune into Super Bowl on Univision will see “Undisclosed” in the first commercial break of the fourth quarter, a 30-second spot featuring the Tacoma created by Conill and directed by Goh Iromoto.

The automaker also has partnered with San Francisco 49ers quarterback Brock Purdy and former New York Giants quarterback Eli Manning. Both sports icons will appear in national content across digital and linear platforms and at experiences designed to engage fans and Toyota dealers.

Prior to the 2023 season, Purdy signed a deal to appear in Toyota’s regional advertising efforts across television and social media for the Northern California Toyota Dealers. This deal will advance Purdy’s partnership with Toyota to a national level. 

The brand will serve as lead sponsor of “Super Bowl Experience presented by Toyota,” an immersive fan festival that will treat fans at the NFL’s football theme park this week.