Hold On Tight
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Toyota wanted to make a statement during Super Bowl LVIII, spotlighting the all-new Toyota Tacoma. The brief was comprehensive: highlight key product updates, show off the truck’s performance capabilities, and speak directly to the Tacoma community—the diehards and the dreamers alike—in a voice that felt real, rugged, and unmistakably Tacoma.
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Tacoma drivers are a different breed. They don’t drive their trucks so much as live through them. These are people who push limits—not recklessly, but unapologetically. For them, a Tacoma isn’t about showing off; it’s about showing up for life. That mindset gave us the rallying cry: Live Darefully.
And there’s one feature of the truck that captures that spirit perfectly.
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We realized that missing from the spec sheet—but essential to the experience—was the “Oh Shit” Handle. A feature that’s been in every Tacoma from the beginning. The one you reach for when the trail gets sketchy or the fun gets wild. It says everything about how Tacoma owners live—and it was the only feature we needed to show.
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The spot aired during Super Bowl LVIII and landed at #38 out of 59 on the USA Today Ad Meter, making a solid impact in one of the most competitive ad lineups of the year.
2024 Super Bowl Commercial
Personal Note
As a freelance creative, you rarely get to see a project all the way through. My partner and I pitched the “Oh Shit” Handle concept early on, and while it was well-loved, we wrapped our contract and moved on as the team moved it to the back of the deck and explored other directions. Cut to game day… and there it was. Massive kudos to the crew at Saatchi for championing the power of a simple idea and bringing it to life so perfectly. Sometimes you get to harvest the fruit. Sometimes you just plant the seed.