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Toyota, Volkswagen and GM Unveil Super Bowl Ads Filled with Nostalgia
Automakers tap into 1990s and 1950s vibes to promote latest models and racing ventures.
Feb. 6, 2026 at 5:15pm
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Several major automakers, including Toyota, Volkswagen, and General Motors, have unveiled their highly anticipated Super Bowl commercials for 2026. The ads feature a mix of nostalgic callbacks and forward-looking promotions, with Toyota and Volkswagen revisiting popular campaigns from the 1990s, while GM is set to debut the livery of its new Cadillac Formula 1 race car and air a modern take on a classic Chevrolet jingle.
Why it matters
Super Bowl ads are some of the most watched and discussed commercials each year, providing automakers a prime opportunity to showcase their latest products and brand messaging to a massive national audience. The nostalgia-driven approaches from Toyota and Volkswagen, as well as GM's racing and musical tie-ins, demonstrate how these companies are aiming to connect with viewers on an emotional level and generate buzz around their offerings.
The details
Toyota's two 30-second spots, "Superhero Belt" and "Where Dreams Began," focus on heartwarming family connections and the pursuit of dreams, respectively. Volkswagen's 30-second ad, "The Great Invitation: Drivers Wanted," is an update of a 1995 Super Bowl commercial featuring a classic 1990s hip-hop soundtrack. Meanwhile, GM will unveil the livery of its new Cadillac Formula 1 race car during a 30-second spot, and also air a Chevrolet commercial during the pregame show that puts a modern spin on the brand's iconic "See the U.S.A. in Your Chevrolet" jingle.
- The Super Bowl will take place on February 8, 2026 at Levi's Stadium in Santa Clara, California.
- The game will start at 6:30 p.m. ET and will be broadcast on NBC and streamed on Peacock.
The players
Toyota
A Japanese multinational automotive manufacturer and one of the world's largest car companies.
Volkswagen
A German automaker and one of the largest car manufacturers in the world.
General Motors (GM)
An American multinational corporation that designs, manufactures, markets, and distributes vehicles and vehicle parts, and is one of the largest automakers globally.
Cadillac
A luxury vehicle division of General Motors.
Chevrolet
An American automobile division of General Motors that is one of the most recognizable automotive brands worldwide.
What’s next
The new Cadillac Formula 1 race car is scheduled to make its debut at the 2026 Australian Grand Prix.
The takeaway
The automakers' nostalgic yet forward-looking Super Bowl ad strategies demonstrate how they are aiming to connect with viewers on an emotional level and generate excitement around their latest products and racing ventures.
