Fox’s upcoming reboot of the renowned lifeguard drama “Baywatch” will feature some unique support on land to aid in ocean rescues.
In a new season-long partnership, Fox has teamed up with Toyota, integrating the automaker’s Tacoma truck into the show as an essential cast member. The lifeguards will officially use a customized Tacoma, while various “Baywatch” characters will be seen driving an assortment of Toyota vehicles for personal use. This exclusive arrangement ensures that no other carmaker receives the same exposure, and during episodes highlighting specific Tacoma features, no competing auto advertisements will be shown.
“The main goal is to feature their iconic vehicles within the show,” stated Katrina Cukaj, Fox’s executive vice president of ad sales and portfolio marketing. “But most importantly, they become part of the ‘Baywatch’ narrative.”
Initially launched on NBC and later syndicated, “Baywatch” rose to pop-culture prominence over 11 years, with its sun-soaked storylines and beach backdrop, turning actors like Pamela Anderson, Nicole Eggert, David Charvet, and Yasmine Bleeth into stars. The new rendition is co-produced by Fox Entertainment and Fremantle, with filming commencing on L.A.’s Venice Beach and the Fox Studio Lot in Century City. Matt Nix takes on the role of showrunner and executive producer.
Vehicles have often played significant roles in TV series due to strategic advertising moves. For instance, Ford’s F-150 was prominently featured in Fox’s “24,” while Nissan appeared in NBC’s “Heroes.” General Motors integrated a Chevrolet Camaro into CBS’ “Hawaii Five-0,” and a kiwi-green Hyundai Tucson was notably used in AMC’s “The Walking Dead,” with restrictions on how it could interact with the show’s zombies.
However, in recent years, such practices have become less common. The COVID-19 pandemic disrupted auto advertising, as supply-chain issues hindered vehicle production. Furthermore, the growing interest in electric vehicles has led major automakers to allocate more advertising funds toward promoting new tech to consumers, reducing budgets for exclusive TV program partnerships.
Indeed, spending on national TV ads by automakers has decreased, with $2.71 billion spent in 2023, dropping to $2.32 billion by 2025—a decline of approximately 14.4% according to iSpot, an ad spending tracker.
Nevertheless, “Baywatch” presents a unique opportunity for Toyota, which has previously been featured in series like “Modern Family.” Tiffany Shido, Toyota’s general manager of brand, cross-vehicle line, and media, noted that Toyota already supplies trucks to lifeguards and serves as the official vehicle sponsor for LA County and Huntington Beach Lifeguards, adding authenticity to the “Baywatch” collaboration. “Various lifeguard communities across the country already rely on Tacoma’s power and capability, making it an ideal partner as Baywatch returns for a new generation,” she remarked.
Previously, TV networks often pitched new vehicle models as character-specific cars, explained Jerry Daniello, senior vice president of entertainment partnerships at Fox. “It feels like manufacturers or brands are moving away from character alignment, and maybe one moment in a 12 to 20 episode season,” he observed. In the new “Baywatch,” Daniello emphasized, “the vehicle is front and center. It’s crucial to the storytelling. It’s part of the characters’ everyday lives.”
Such deals are typically announced in the fall when new programming seasons begin. However, “Baywatch” is set to debut in Fox’s 2026-2027 cycle. To secure optimal placement within the show, Cukaj explained that early communication was necessary. “We have done a really good job of opening up our slate of programming to partners,” she stated. “We have done this very discreetly but in a collaborative way.” Fox is engaging with advertisers from various sectors about potential partnerships with the program. “I’ve never seen so much inbound interest for a show from advertisers,” Cukaj noted.
Toyota is already stepping onto the beach for the new series, with customized red Tacomas recently appearing at a California ceremony to unveil a lifeguard stand for the show.
