Within the truck community, the Toyota Tacoma is known as the one for people who enjoy extreme pursuits. So to launch the most powerful Tacoma yet, we created a multimedia campaign that leaned into the humor and attitude of that community. It started at the 2024 Super Bowl then continued into experiential, social and PR channels, all based around the one thing you’re most interested in when things get intense: the grab handle, aka The Oh Shit Handle.

Two launch videos were created for internet and broadcast, with the Dareful Handle commercial debuting on Super Bowl LVIII.

We asked fans to suggest alternative names for the grab handle. A select few were chosen to be custom painted by renowned tattoo artist Thomas Fernandez. We then rewarded those lucky fans with a surprise and delight care package that included their very own, one-of-a-kind Tacoma Grab Handle.