Toyota partners with Roku for the launch of “On The Edge with Juanpa”

In Roku’s new original series, “On The Edge with Juanpa”, Toyota takes its brand strategy beyond traditional television advertising, integrating organically into a high-impact entertainment experience. Through its lineup of rugged trucks—including iconic models such as the Tacoma, Land Cruiser, and 4Runner—the brand becomes an active part of high-octane stunts and extreme challenges, showcasing performance, durability, and capability in real-world scenarios.

The series follows Juanpa Zurita as he teams up with Red Bull athletes to take on challenges that push both body and mind to the limit, including wingsuiting, cliff diving, and other high-risk feats. In this natural setting of adventure and adrenaline, Toyota’s trucks support each challenge as key allies, reinforcing values such as resilience, exploration, and personal growth. The series aims to inspire a new generation of bold Hispanic explorers to go beyond their own limits and redefine what adventure truly means.

Roku Originals is available exclusively on The Roku Channel. Its catalog ranges from award-winning scripted entertainment and compelling documentaries to groundbreaking unscripted series that connect with diverse audiences. Roku Originals delivers bold, fresh, and relevant content created by some of Hollywood’s biggest names—and best of all, it’s completely free.

The Roku Channel provides access to this content with no subscription, no registration, and no strings attached, allowing more people to enjoy high-quality entertainment wherever the platform is available. With this offering, Roku reaffirms its commitment to democratizing access to entertainment and delivering authentic stories that reflect the diversity and interests of its audiences.

Watch trailer here

Roku full information here