Toyota is dialing up their publicity efforts for the latest version of the Tacoma pickup truck. Life is getting harder and harder in this segment and 2016 Toyota Tacoma needs to appeal to a broader audience if it wants to remain competitive.

So Toyota teamed up with advertising agencies Saatchi & Saatchi Los Angeles and Conill to create a couple of action-packed ads for the new truck. Created in accordance with Toyota’s “Let’s Go Places” theme, the ads put a heavy emphasis on active lifestyle by including scenes with BMX racing, dirt bikes, ATV, snowboarding and snowmobiling.

https://www.youtube.com/watch?v=5c4Ewz1Vqd0

But it’s not all mindless action. 2016 Toyota Tacoma ad campaign also features a tailored spot targeting the Latino market. With this one they are focusing on what matters to Latinos, so inevitably they talk about hard work, how they deserve to have a little bit of fun, and how the Tacoma can provide it.

https://www.youtube.com/watch?v=UQzZJVfZydE

“I’m totally pumped that Toyota is introducing an all-new generation of the Tacoma,” says Jack Hollis, group vice president of Marketing, Toyota Motor Sales, U.S.A., Inc. “Tacoma is already the top-selling midsize pickup in America, and the 2016 builds off the off-road heritage of the last generation, while giving guests the opportunity to take it along as they experience things as never before. I’m really excited for the road ahead.”