Toyota will show off it overhauled mid-size 2016 Tacoma pickup in movie theaters beginning Friday with TV spots to follow next week. The ad campaign called “Play Now” positions the truck as the choice for adventurists and especially those who want to take a GoPro along to capture their action – every truck comes with a mount for one. (Note: Drivers have to ante up for the actual camera.)
The is the truck’s first big overhaul in a decade. In addition to a GoPro camera mount near the rear-view mirror, it’s been upgraded with off-road technology like “crawl control,” which “takes over the acceleration and braking, allowing the driver to focus solely on steering,” according to Toyota. The automaker expects demand to be high, so it’s beefed up Tacoma production. The truck is assembled in Baja California, Mexico and San Antonio
Along with the overhaul, it’s getting the largest Tacoma media effort in 10 years to match. We imagine that’s markedly more than the less than $1 million it spend on Tacoma advertising over the past years according to Kantar Media figures. You can check out the new spots here.
According to Automotive News, the campaign is more “lifestyle focused” than previous Tacoma efforts. The brand wants to send the message to consumers that they get them and know what they want.
The “play now attitude” is “a space we want to own and so we really amped that up in our launch spot and the truck delivers on it, so it’s very authentic,” said Cooper Ericksen, VP of vehicle marketing and communications for Toyota Motor Sales USA.
The Tacoma will go up against the new Chevrolet Colorado and GMC Canyon. Meanwhile, Honda is revamping its Ridgeline pickup and it will rejoin the lineup soon.
The 2016 Tacoma is on sale now and pricing will range from $23,300 for the SR Access Cab with a 2.7-liter 4-cylinder engine and six-speed automatic transmission to $34,745 for the Double Cab Limited 3.5-liter V6 with a six-speed automatic transmission.