Toyota announced it will be running a 60-second spot featuring its new 2020 Highlander during Super Bowl LIV on Feb. 2.
Created by Saatchi & Saatchi, the ad marks the start of the larger campaign for the Highlander, which will run through mid-July. The car “is currently the best-selling model in the midsize SUV segment," according to Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America.
The Highlander campaign follows the Total Toyota (T²) cross-agency model with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising, and Intertrend, with Zenith Media responsible for TV and outdoor media buying.
Toyota has a long history of using the Super Bowl ad stage to launch its products, including 2012 and 2015 spots that featured Camry, and 2018 ads to launch its global effort, “Start Your Impossible,” highlighting Toyota's shift to a mobility company.
The 2019 Game featured the 2019 RAV4 and powerhouse female football player Antoinette “Toni” Harris (pictured above).