• by Tanya Gazdik , 3 hours ago

Toyota is returning to the Super Bowl with a spot that wasn’t originally intended for the Big Game. 

The 30-second spot, “Superhero Belt,” from Saatchi & Saatchi, tells a multigenerational story between a grandfather and grandson that begins with a formative memory in the grandfather’s first generation RAV4 and comes full circle 30 years later in the grandson’s new 2026 RAV4.

While Toyota, the official automotive partner of the NFL, will deliver a multifaceted presence in San Francisco leading up to Super Bowl LX, “Superhero Belt” was not originally created specifically for the game. 

Instead, it is part of a multi-vehicle brand campaign, with its launch aligning naturally with the Super Bowl and the opportunity to showcase new creative during one of America’s most-watched TV events. 

The automaker was last in the Big Game in 2024 under similar circumstances. Two years ago, Toyota reversed an earlier decision not to advertise in the Super Bowl after it was approached by CBS with extra inventory, so quickly pivoted and used the slot for a 30-second spot featuring the Toyota Tacoma pickup truck. 

This time around, telling a story about connection -- at a moment when families and friends are gathered together across the country -- made the Big Game a culturally resonant stage for this work, according to the automaker. 

“At Toyota, we believe the most meaningful journeys aren’t defined by where you’re going, but by who is beside you along the way,” said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America, in a release. “‘Superhero Belt’ captures how vehicles can become part of the moments and relationships that shape us, connecting generations through everyday experiences.”

A second Toyota spot will debut during the week leading up to Super Bowl LX, expanding the theme through a different origin story rooted in personal growth and forward momentum.

“‘Superhero Belt’ is about the gift of dedicating real time to someone you really care about,” said Elaine Cox, chief creative officer, Saatchi & Saatchi, in a release. “Because where we go in life is nothing without the people who go through life with us. Spending time with the people we care about most is the ultimate destination and Toyota is grateful to be part of that story.”