(January 1, 2020) PLANO, Texas — Toyota has confirmed that it will be part of the advertising lineup for Super Bowl LIV on FOX TV Sunday, Feb. 2. The 60-second Toyota 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.

“We’re 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’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.”

Toyota has a long and successful history of leveraging the Super Bowl stage to launch landmark products. The 2012 and 2015 spots featured Camry, America’s best-selling passenger vehicle for the past 17 years, while the 2019 game packed a one-two punch of the 2019 RAV4 and the fierce return of the all-new 2020 Supra. In 2018, Toyota utilized the Super Bowl and the opening ceremony of the Olympic Winter Games PyeongChang 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 cross-agency model with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising, and Intertrend, with Zenith Media responsible for TV and Outdoor media buying.