The all new Tacoma is more powerful in every way.
But every truck ad in America is some macho crap about power. That’s why we decided to show the power through a very unique feature.

The Oh Sh!t Handle, also known as the Dareful Handle.
(Because we couldn’t say the word “Shit” on TV).

The spot was shot by Tarsem Singh and aired in the Super Bowl LVIII.