Less than a month before the Feb. 11 Super Bowl, Toyota said it would sit out the game for the second straight year, despite inking a pricey NFL sponsorship just a few months earlier. But soon after that Jan. 16 announcement, the automaker got a call from CBS, which pitched Toyota on buying some last-minute in-game inventory. And the automaker bit, seizing on the opportunity to plug its 2024 Tacoma mid-sized pickup with a campaign already in development.
“Although it wasn't originally part of the media plan, we thought what a great way to tell an incredible story about Tacoma and really amplify the comprehensive presence we're gonna have at the Super Bowl on site,” Mike Tripp, group VP of Toyota Marketing for Toyota Motor North America, said in an interview this week, explaining the change of heart.
More news: Ad Age’s guide to the 2024 Super Bowl
The 30-second spot, which will run in the third quarter, was made public today. It shows Tacoma passengers yelling and screaming while clutching the passenger side handle as the truck rumbles and speeds through off-road terrain.