Going Two-for-One
One of the biggest American events of the year, the National Football League (NFL) Super Bowl, is set to take place this weekend, and Toyota isn’t missing out. The Japanese marque is returning to the sporting event with two 30-second spots scheduled to air during the championship game between the New England Patriots and the Seattle Seahawks.
The first film, titled “Superhero Belt,” centers on the Toyota RAV4, which is currently one of America’s best-selling vehicles, alongside the Ford F-150. The spot unfolds across two timelines. In the first, a grandfather drives his grandson in a 1997 RAV4 – the compact crossover’s second model year on sale in the U.S. Nearly three decades later, the roles are reversed, with the grandson now driving his grandfather in the all-new 2026 RAV4, which is offered exclusively as a hybrid.
Bridging Generations
The hybridized RAV4 underscores Toyota’s multi-powertrain strategy, even as other automakers such as General Motors have doubled down on fully electric vehicles. As standard, the model pairs a 2.5-liter four-cylinder engine with electric motors, producing a combined 236 horsepower in all-wheel-drive (AWD) form, while the front-wheel-drive (FWD) version delivers 226 horsepower. It also adopts a more futuristic, EV-like design – something even casual viewers may notice during the commercial.
Toyota’s second film, titled “Where Dreams Began,” subtly showcases models such as the Tundra, GR86, and the outgoing GR Supra, though the focus is on its roster of Team Toyota athletes. These include American multi-sport Paralympic athlete Oksana Masters and Bubba Wallace, the NASCAR driver of the #23 Toyota Camry XSE at 23XI Racing, co-owned by six-time NBA champion Michael Jordan.
The spot also features Puka Nacua, who delivered a strong outing in this year’s playoffs alongside his Los Angeles Rams teammate and MVP Matthew Stafford, before losing to the Super Bowl-bound Seattle Seahawks. The film centers on a reflective theme, depicting each athlete in a conversation between their younger selves and who they have become today.
Cars Take the Field
Other automakers will also appear during the NFL season finale. Volkswagen is set to feature the ID. Buzz, which, ironically, won't be sold in the U.S. for the 2026 model year. Cadillac will likewise make an appearance, using the spotlight to unveil its livery for its inaugural Formula 1 campaign. GM’s luxury brand will enter the grid as the series' 11th team this season, becoming the second American outfit alongside the Haas F1 Team, which has a technical partnership with Toyota Gazoo Racing.
The Super Bowl LX is scheduled for Sunday, February 8, at Levi’s Stadium in Santa Clara, California.
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