Watch The 2024 Toyota Tacoma Handle It All In Its Ad For The Big Game

Toyota, the official automotive partner of the NFL, is gearing up for the big game on Sunday with an exciting ad showcasing the all-new 2024 Toyota Tacoma. As one of the most popular pickup trucks in the U.S., the Tacoma puts on a full, action-packed demonstration of its off-roading capabilities. This truck has been such a hit for decades that we even used it as part of our Trekking Tacoma project by transforming it into a 100% self-contained expedition vehicle.

The 2024 Toyota Tacoma Asks Viewers, “Can You Handle It?”

The “Dareful Handle” ad puts the 2024 Toyota Tacoma through the dirt and sand as it conquers some of the most difficult off-roading maneuvers, all while asking the question, “can you handle it?” This much is seen in the faces and emotions of passengers as they tightly grip the passenger side handle while they shout and scream in excitement for the ride of their lives.

Throughout the ad, this simple and underrated piece of equipment receives nicknames, such as 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,” says Mike Tripp, group vice president of 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.”

When Will The Ad Air?

The 2024 Toyota Tacoma “Dareful Handle” is scheduled to air in the first position in the third commercial break of the third quarter.

When casting for the ad, it turns out that the passengers did not have to try too hard when reacting to their riding experience. “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 been responsible for directing many ads for the big game, including Toyota’s famous 2021 “Upstream” ad, starring Paralympian Jessica Long.