Toyota Shows the "No Me Gusta" Handle in Its 2024 Super Bowl Commercial

Redesigned from the ground up, the 2024 Toyota Tacoma stars in the 30-second video ad and seems ready for off-road adventures. That is why the grab handle is on board for the passengers. The ad is full of exclamations and screaming from those who can't seem to enjoy the ride in the most powerful Tacoma ever all that much.

That grab handle is also known as the "woah, woah, woah" handle or the "no me gusta" (Spanish for "I don't like it") handle, according to the commercial. But the question that arises is, "Can you handle it?"

Toyota announced that it would skip this year's Super Bowl, but eventually did a 180 last week and made an announcement that sent them straight into the advertising space of the Big Game. The carmaker couldn't have missed the opportunity to promote a product during the NFL final, the most-watched TV broadcast of the year. It is, after all, the Official Automotive Partner of the NFL.

The advertisement, which is titled "Careful Handle," is going to be aired in the first position (A) in the third commercial break of the third quarter. The video was created by Toyota's agency of record, Saatchi & Saatchi, in partnership with Le True. It was directed by Indian director Tarsem Singh, also known for directing several music videos, such as Lady Gaga's "911" in 2020.

He has previously worked with Toyota for a Super Bowl ad in 2021. Back then, the ad starred US Paralympic swimmer Jessica Long. He confirms that all the reactions in the video are not just an act but real-life feedback from those riding as passengers in the Tacoma while the pickup truck goes off-roading at high speed.

Meanwhile, the first commercial break of the fourth quarter on Univision also includes a 30-second spot titled "Undisclosed," which also puts the Tacoma in the spotlight. This one was created by Conic and directed by Goh Iromoto and is a tribute to the adventures that the Hispanics face when they are on the road.

Toyota will be present in Las Vegas on February 11 as the Official Automotive Partner of the NFL. The carmaker will offer exciting activities to all those interested in its products ahead of the Big Game.

The Tacoma in the video is the most powerful ever. It features the i-FORCE MAX hybrid powertrain, available on the TRD Sport, TRD Off-Road, and Limited while being standard on the TRD Pro and Trailhunter. The system combines the 2.4-liter, a 48-horsepower electric motor, integrated into the eight-speed transmission, and a 1.87-kWh NiMH battery pack, for a total output of 326 horsepower and 456 pound-feet of torque.