Toyota Returns to the Super Bowl with an Ad for the New RAV4
While some automakers have decided not to participate in this year’s Super Bowl advertising campaign, Toyota, on the contrary, has actively joined in. The reason for this was the presentation of the updated RAV4 crossover, which is one of the most popular cars on the American market.
Key Points of the Advertising Campaign
Plot of the Ad and Its Idea
The commercial, created by the Saatchi & Saatchi agency, begins with a scene where a grandfather invites his grandson: “Let’s go for a ride.” They walk together to a 1996 RAV4. The grandson gets in the back seat, and the grandfather puts on his “superhero seatbelt” – an ordinary car safety belt.
The story continues three decades later. Now the grown-up grandson picks up his grandfather in a new 2026 RAV4. After the grandfather gets in the car, the grandson recalls the past and suggests he become a superhero again by buckling up. The main idea of the ad, directed by Rodrigo Saavedra, is “people are the destination.” It emphasizes that while technology and design change over time, the car’s role in uniting generations and creating shared memories remains unchanged.
At Toyota, we believe the most important journeys are defined not by where you go, but by who is with you. “Superhero Seatbelt” shows how cars can become part of the moments and relationships that shape us, connecting generations through everyday experience.
This thought was expressed by Dedra DeLilli, Vice President of Marketing Communications at Toyota Motor North America.
Technical Features of the Updated RAV4
The updated 2026 Toyota RAV4, with a starting price of $31,900, received a standard hybrid powertrain. It is based on a 2.5-liter four-cylinder engine paired with an electric motor. The total system output is 226 hp. The front-wheel-drive version demonstrates impressive fuel economy – up to 44 miles per gallon in the combined cycle.
The all-wheel-drive model has slightly higher power – 236 hp, while maintaining the same high level of efficiency. For those who want maximum efficiency, a plug-in hybrid version is available. It is equipped with a 2.5-liter engine, three electric motors, and a battery pack that provides a total output of 324 hp. This modification can travel up to 52 miles on electric power alone.
Toyota’s return to the Super Bowl with such a family-oriented and nostalgia-filled plot is a very deliberate step. The RAV4 crossover is an iconic car for the American market, and telling the story of its evolution alongside the story of an ordinary family allows millions of viewers to see it as more than just a means of transport. The emphasis on hybrid technologies in the new model also fits perfectly with modern trends, demonstrating that the company remains true to its reliability traditions while dynamically evolving. This advertising campaign could become one of those rare cases where a commercial is remembered not only because of a large-scale show, but because of a touching and universally understandable human story.