“To launch this incredible new vehicle through this plastic handle … [it] says everything that we wanted to say,” said Jason Schragger, Saatchi & Saatchi’s chief creative officer. The handle idea was one of the first concepts the agency imagined, and Saatchi shared it with Toyota just one week after receiving the project brief.
A truck for the adventurous
Toyota wants the 2024 Tacoma to reach approximately 20 million spontaneous, fun-loving adventure junkies in the U.S. It decided that focusing on the Tacoma’s grab handle in “Dareful Handle” was a tongue-in-cheek way to capture a target buyer’s attention.
“We know that that audience appreciates what that handle is for,” said Tripp.
In “Undisclosed,” Tacoma drivers go glamping, off-roading and scale rocky hillsides. But they keep their adventures quiet to avoid worrying family members. “Don’t tell mom,” one character in the spot tells a sibling, as the two use their Tacoma to pull a side-by-side out of the mud.
With the Univision buy, Toyota hopes to connect with its Latino audiences and increase its market share with Hispanic audiences from 27% to 30% of its segment.
“We’re proud of the fact that in the auto industry, we have the highest multicultural share of any brand,” Tripp said.
Toyota also partnered with the NFL to create its football theme park, a Las Vegas activation open through Saturday, Feb. 10. Game experience “Toyota’s 4 Down Territory” will see fans navigate through 58,000 footballs at the event for a chance to attend next year’s Super Bowl for free.
For the latest Super Bowl 58 advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2024 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 11 for the best in-game coverage of the commercials.
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