Toyota today confirmed that it will be part of the advertising lineup for Super Bowl LIV on FOX TV Sunday. The 60-second spot, created by Saatchi & Saatchi, will feature the all-new 2020 Highlander. The spot marks the launch of the larger Highlander vehicle campaign, which runs through mid-July 2020.
“We are excited to feature the all-new 2020 Highlander in our spot in the Big Game,” said Ed Laukes, Group Vice President, Toyota Marketing, Toyota Motor North America.
“The Highlander is currently the best-selling model in the midsize SUV segment, and there is 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.”
Toyota has a long and successful history of leveraging the Super Bowl stage to launch landmark products. 2012 and 2015 spots featured Camry, America’s best-selling passenger vehicle for the past 17 years, whilst the 2019 Game packed a one-two punch of the 2019 RAV4, the best-selling mid-sized SUV in the country, and the fierce return of the all-new 2020 Supra. In 2018, Toyota utilised the Big Game and the Opening Ceremony of the Olympic Winter Games PyeongChang 2018 shortly after to launch the first-ever global marketing campaign, “Start Your Impossible,” highlighting Toyota’s shift to a mobility company.
The larger Highlander vehicle campaign follows the Total Toyota (T²) cross-agency model with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising, and Intertrend, with Zenith Media responsible for TV and Outdoor media buying.