Toyota Motor North America (TMNA) is making a notable return to Super Bowl LX with two compelling 30-second commercials that highlight the importance of relationships over destinations. These advertisements reflect the brand’s message that although our goals may shift, the people we share our lives with are what truly matter.
Highlighting Timeless Bonds in the ‘Superhero Belt’ Commercial
One of the commercials, titled Superhero Belt, centers on the enduring relationship between a grandfather and his grandson. The narrative begins with the grandfather taking his grandson for a ride in a 1997 Toyota RAV4, creating a cherished memory. Nearly three decades later, the grandson recreates this meaningful moment in the new 2026 Toyota RAV4, this time reversing the roles. Despite the change in seating arrangements over time, the love and shared humor between them remain unchanged. This ad was developed by Saatchi & Saatchi and directed by Rodrigo Saavedra of Pulse Films.
Celebrating Early Dreams with Team Toyota Athletes
The second commercial, Where Dreams Began, reflects on the origins of greatness by featuring Team Toyota athletes including NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters, and NASCAR competitor Bubba Wallace. The ad rewinds to moments before their successes, showing the athletes alongside their younger selves and miniature coaches who encourage and remind them why they embarked on their journeys. The spot honors how every remarkable achievement begins with humble beginnings and a strong commitment. It was created by Unverified, produced by Sweatpants Media, and directed by Alberto Blanco.
Toyota’s Broader Engagement During Super Bowl LX Week
As the Official Automotive Partner of the NFL, Toyota has established an active presence throughout San Francisco during Super Bowl LX week. The brand has hosted various programs and activations, including Radio Row, the NFL FLAG Players of the Year presentation at NFL Honors, and the Toyota Glow Up Classic—a black-light flag football event highlighting girls’ participation in the sport. Fans can also engage with Toyota at the Super Bowl Experience, where hands-on activities feature innovations across the company’s vehicle lineup, such as the all-new 2026 RAV4, bZ models, and the Tundra.
The Impact and Next Steps Following the Super Bowl Spotlight
Toyota’s two commercials aim to inspire by focusing on meaningful human connections and the journeys behind success. Featuring renowned athletes like Bubba Wallace, the ads reinforce Toyota’s dedication to storytelling that resonates with viewers’ own experiences. Following Super Bowl LX, both spots will be supported by an extensive media campaign to continue sharing these heartfelt messages with a broad audience.
“As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that connect with fans,”
Dedra DeLilli, Vice President, Marketing Communications, Toyota Motor North America
“Whether it’s the nostalgia of a ride in a grandfather’s RAV4 or the unflinching determination of a Team Toyota athletes’ lifelong journey, the origin shapes the destination for us all. Together, these stories reflect Toyota’s belief that while where we’re going matters, it’s the moments and people along the way that truly define the journey.”
Dedra DeLilli, Vice President, Marketing Communications, Toyota Motor North America
