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Toyota Tacoma Joins Baywatch Cast for Lifeguard Action
18 Mar
Summary
- Toyota's Tacoma is the official vehicle for the new Baywatch lifeguards.
- The sponsorship deal integrates Toyota vehicles into the show's storyline.
- Auto industry ad spending on TV has declined in recent years.
Toyota's Tacoma will be an integral part of the "Baywatch" reboot, serving as the official vehicle for the show's lifeguards. Fox has secured a season-long sponsorship deal that integrates customized Tacomas into the series' storylines, with characters also using other Toyota models for personal transport. This strategic partnership highlights the increasing trend of automakers embedding their vehicles directly into television narratives.
This collaboration comes at a time when overall auto advertising spending on national TV has decreased. In 2023, automakers spent $2.71 billion, a notable drop from previous years. Supply chain disruptions and a shift in ad budgets towards promoting electric vehicles have impacted traditional auto advertising. However, "Baywatch" offers Toyota a unique platform, building on its existing supply relationships with lifeguard communities.
The new "Baywatch" series, which began shooting this week on L.A.'s Venice Beach and Century City, is set to debut during Fox's 2026-2027 programming cycle. Fox initiated outreach to potential partners earlier than usual to secure prominent placement for advertisers like Toyota, reporting significant inbound interest from various categories.
