Adventure awaits for the
all-new 2024 Toyota Tacoma

(February 6, 2024) PLANO, Texas — Built with more power than ever before, the all-new 2024 Tacoma is completely redesigned and reimagined and ready to take on all the action. Launching this week, the “More Power for More Play” campaign highlights the model 2024 truck’s exciting new i-FORCE and i-FORCE MAX powertrains, rugged capabilities, modern technology and features that are guaranteed to amplify life’s exciting adventures and off-roading excursions.

“We’re thrilled to debut the all-new 2024 Tacoma,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. “Our ‘More Power for More Play’ campaign embodies the true essence of this redesigned icon featuring exciting new technology and capabilities with design rooted in Tacoma’s rich truck history.”

The fully integrated Tacoma campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. The T2 agency team includes Saatchi & Saatchi, Burrell Communications, Conill, and Intertrend Communications, with ZenithMedia placing TV and outdoor media buys.

The campaign showcases a unified style across all creative throughout the T2 agency broadcast spots.

Intertrend Communications developed two spots, “Red Light” and “Hide & Seek,” that highlight the all-new Tacoma. In “Red Light,” targeting the Chinese, Korean and Vietnamese markets, the two heroes use their Tacomas to race to the top of a mountain in the most epic game of Red Light, Green Light. In “Hide & Seek,” targeted for the Asian Indian market, one player uses his Tacoma Trailhunter to stealthily hide from his friend, who’s in hot pursuit in his TRD Pro. The spots were directed by Kit Lynch-Robinson.