TO INTRODUCE THE ALL-NEW TACOMA WE LEANED INTO THE TRUTH THAT FOR THRILL SEEKERS, AKA TACOMA DRIVERS, FEAR AND FUN GO HAND IN HAND, OR MORE SPECIFICALLY, HAND IN “OH SHIT” HANDLE.

SUPER BOWL / “Dareful Handle” / Director: Tarsem

AS SOON AS OUR SUPER BOWL SPOT AIRED, WE TURNED TO SOCIAL TO SEE WHAT PEOPLE CALL THEIR HANDLES, THEN SURPRISED A LUCKY FEW WITH CUSTOM HANDLES CREATED BY RENOWNED EXTREME ARTIST THOMAS FERNANDEZ.

TO ADD A LITTLE EXTRA GRABBING GRIP, WE PARTNERED WITH ADVENTURE GEAR GURUS, HUCKBERRY.

POS PUT FEAR=FUN IN CONTEXT AS PEOPLE EXPERIENCED THE TACOMA IN PERSON.

FOR APRIL FOOLS, WE EVEN PROTOTYPED A TECHNOLOGICAL TOUR-DE-FORCE TO LET TACOMA DRIVERS KNOW HOW THEIR PASSENGERS WERE HANDLING THE RIDE.

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