A debate over which is cooler—the DC superhero Blue Beetle or Toyota’s 2024 Tacoma—arises in a new TV spot from the automaker. At the end of the minute-long commercial, Xolo Maridueña, the actor who plays Blue Beetle, suggests that both the hero and the pickup truck team up.
The ad from Toyota’s lead agency Saatchi & Saatchi is part of the automaker’s partnership with Warner Bros. Pictures ahead of DC’s “Blue Beetle” premiere on Aug 18. Toyota also launched a “Blue Beetle”-inspired campaign for the Tacoma, with paid ads on Max, YouTube TV, Twitch, Meta, Instagram, Reddit and TikTok.
Toyota worked with Warner Bros. Pictures to integrate the Tacoma into the film as a beloved family car, referred to as “Taco” in the film.
“We were thrilled when the ‘Blue Beetle’ filmmakers opted to include a true ‘role’ for the Tacoma in the film, one that allows the ‘Taco’ to drive the action alongside our stars,” Louise Soper, senior vice president of global brand partnerships at Warner Bros. Pictures, said in a statement.
The Tacoma is not the only car to make its way to the big screen this summer. The 2024 Chevy Blazer EV SS appeared in “Barbie,” also from Warner Bros., as a trusted family vehicle. A 30-second ad from McCann Worldgroup’s dedicated Chevrolet agency, Commonwealth/McCann, includes clips from the movie, including a scene in which Barbie gets a ride in the Blazer.
Barbie’s iconic pink Corvette, which is also from General Motors’ Chevrolet, is also featured in the film but not the ad.
