Toyota announced today that it’s back for Super Bowl LIV, making it the brand’s third year in a row in the Big Game. The 60-second spot, created by Saatchi & Saatchi, will feature the brand’s new Highlander SUV.
“The Highlander is currently the best-selling model in the midsize SUV segment,” said Ed Laukes, group vice president of Toyota Marketing for Toyota Motor North America, in a statement. “There’s no better way to kick off the marketing campaign for the fourth generation of this benchmark SUV than during the most-watched television event of the year.”
The ad will be Toyota’s eighth Super Bowl appearance in the last nine years. Last year, the brand ran two 60-second spots: the first was a last-second entry in the game, featuring the return of the Toyota Supra coupe after 20 years off the market, and the second promoting the 2019 RAV4 HV hybrid SUV while highlighting the achievements of Antoinette Harris, the first female football player to earn a college scholarship for a non-kicking position.
In 2018, Toyota ran three 60-second spots during the Big Game, one of which ranked as the most effective ad of the Super Bowl based on metrics from Unruly. The Saatchi & Saatchi spot, called ‘Good Odds,’ tells the story of eight-time Paralympic gold medalist alpine skier Lauren Woolstencroft, and was tied to the brand’s Olympic sponsorship.