Toyota Makes It Back-to-Back Super Bowls With New Ad

Burrell leads creative with Saatchi & Saatchi helming media

Paralympic gold medalist Lauren Woolstencroft in last year's Toyota Super Bowl campaign. - Credit by Toyota
Headshot of Doug Zanger

Toyota has confirmed it is returning to the Super Bowl this year with an ad featuring the brand’s popular RAV4 SUV.

Creative duties will fall to transcultural shop Burrell, with Saatchi & Saatchi leading the coordination of media and communications. Toyota has not announced the length of the ad, placement or creative direction but is leaning on Burrell for its expertise with diverse audiences for this year’s Big Game work and the brand’s broader strategy.

Ed Laukes, the head of marketing for the Toyota Division, told Automotive News on the sidelines of the L.A. Auto Show that the RAV4, the top-selling nonpickup in the U.S., will get a boost with “the biggest set of eyeballs on the planet.”

In last year’s game, Toyota made one of its biggest pushes with three emotionally driven in-game ads. In 2017, the brand sat out the Super Bowl after running ads in the game each year from 2012 to 2016.



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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.