Toyota Shows 2026 RAV4 in Super Bowl LX Commercials

Toyota Motor North America unveils two Super Bowl LX ads featuring the all-new 2026 RAV4 and Team Toyota athletes. Discover the campaign highlights.

Toyota Motor North America is heading back to the Super Bowl stage with two 30-second commercials set to air during Super Bowl LX, leaning into emotional storytelling rather than technical product messaging. The campaign puts the spotlight on the all-new 2026 Toyota RAV4 and a trio of athletes from the company’s Team Toyota roster.

The first spot, titled “Superhero Belt”, follows a simple but nostalgic family storyline. It begins with a grandfather taking his young grandson for a ride in a 1997 Toyota RAV4. Nearly three decades later, the roles reverse as the grown-up grandson recreates the moment—this time behind the wheel of the new 2026 RAV4. The commercial highlights how time changes circumstances, but not the bonds built along the way. The film was created by Saatchi & Saatchi, directed by Rodrigo Saavedra, and produced by Pulse Films.

The second commercial, “Where Dreams Began”, takes a different approach, imagining what greatness looked like before fame and trophies. It features Team Toyota athletes Puka Nacua, Oksana Masters, and Bubba Wallace, rewinding the clock to their earliest days and framing success as something that starts long before the spotlight arrives.

The decision to place the 2026 RAV4 at the heart of the Super Bowl campaign also aligns with the broader attention the model is receiving. Toyota has pointed to a new technology direction for the vehicle, including the integration of the Arene software platform and the rollout of Toyota Safety Sense 4.0, reinforcing the idea that the next-generation RAV4 is meant to be as much about digital capability and driver assistance as it is about design.

Beyond the commercials themselves, Toyota is expanding its presence throughout Super Bowl week in the San Francisco Bay Area. The company has tied its NFL partnership to live activations and fan programming, including the Toyota Glow Up Classic, a black-light flag football event designed to spotlight girls in the sport. Toyota is also continuing its support of NFL FLAG initiatives and is involved in programming linked to NFL Honors.

With Super Bowl LX set for February 8, 2026 at Levi’s Stadium in Santa Clara, Toyota’s campaign positions the brand in a space where storytelling often matters as much as the product itself. The message is clear: destinations may shift, but the people—and the moments—that shape the journey remain the lasting part of the ride.