Toyota Showcases All-New 2026 RAV4 and Team Toyota Athletes in Super Bowl LX

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Toyota Motor North America returns to the Super Bowl this year with two powerful 30-second spots airing during Super Bowl LX, reinforcing the brand's belief that while destinations may change, the people beside us are what truly matter. The two ads, "Superhero Belt" and "Where Dreams Began," bring Toyota's long-standing human-centric storytelling to life spotlighting moments, relationships and dreams that shape who we become along the way.

Why it matters

As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that connect with fans. The origin stories featured in the ads 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.

The details

The film "Superhero Belt" explores the connection between a doting grandfather and grandson, and how their relationship only grows stronger with time. The story begins when the grandfather takes his grandson for a ride in his 1997 Toyota RAV4. The moment proves to be such a core memory, the grandson proudly recreates it for his grandfather almost 30 years later, this time in his all-new 2026 RAV4 with the roles reversed. "Where Dreams Began" imagines what greatness looked like from day one, featuring Team Toyota athletes - NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters and NASCAR driver Bubba Wallace - training alongside their pint-sized younger selves.

• The two ads will air during Super Bowl LX on February 6, 2026.
• The "Superhero Belt" ad was created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films.
• The "Where Dreams Began" ad was created by Unverified, produced by Sweatpants Media and directed by Alberto Blanco.

What they’re saying

What’s next

The two ads will have a robust media flight post-Super Bowl LX.