Bubba Wallace takes center stage in the new Toyota Super Bowl ad campaign, featured during Super Bowl LX as Toyota Motor North America delivers two inspiring 30-second commercials. With these spots, Toyota reinforces its message that journeys matter most because of the connections forged along the way, introducing the Bubba Wallace Toyota Super Bowl message to millions of viewers nationwide.
Spotlighting Family Bonds and Legacy in “Superhero Belt”
One commercial, titled Superhero Belt, explores the enduring relationship between a grandfather and grandson. Their story begins with a memorable ride in a 1997 Toyota RAV4, an event that leaves an everlasting impact. Decades later, the roles have reversed—the now-grown grandson guides his grandfather in the all-new 2026 RAV4. Despite the passage of time and changes in their lives, the warmth, affection, and shared jokes between them persist. This emotional narrative was brought to life by Saatchi & Saatchi and directed by Rodrigo Saavedra of Pulse Films.
The Power of Champions and Early Dreams in “Where Dreams Began”
The second spot, Where Dreams Began, emphasizes the beginnings of greatness by highlighting Team Toyota athletes: NFL star Puka Nacua, U.S. Paralympic champion Oksana Masters, and NASCAR driver Bubba Wallace. The ad creatively imagines each athlete revisiting their youthful selves, training and drawing inspiration from the dreams that set them on their path. These scenes illustrate that every celebrated achievement starts with simple ambition. The commercial was conceived by Unverified, produced by Sweatpants Media, and directed by Alberto Blanco.
Toyota’s Community-Focused Super Bowl LX Presence
Throughout Super Bowl LX week, Toyota, as the Official Automotive Partner of the NFL, established a dynamic presence in San Francisco by participating in various community and sports initiatives. The company hosted events such as Radio Row, celebrations for NFL FLAG Players of the Year at NFL Honors, and the Toyota Glow Up Classic—a special black-light flag football match highlighting female athletes in the sport.
Additional fan activations took place at the Super Bowl Experience, where visitors could enjoy hands-on activities, discover Toyota’s latest innovations, and catch a glimpse of new models like the 2026 RAV4, bZ, and Tundra. These engagements underscored Toyota’s commitment to community, inclusivity, and sporting achievement.
Voices from Toyota Leadership
“As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that connect with fans,”
said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America.
“Whether it’s the nostalgia of a ride in a grandfather’s RAV4 or the unflinching determination of a Team Toyota athletes’ lifelong journey, the origin shapes the destination for us all. Together, these stories reflect Toyota’s belief that while where we’re going matters, it’s the moments and people along the way that truly define the journey.”
— Dedra DeLilli, vice president, marketing communications, Toyota Motor North America.
What Lies Ahead for Toyota’s Campaign
Both Superhero Belt and Where Dreams Began are set for expansive media distribution following their Super Bowl LX debut. Bubba Wallace’s role, alongside fellow athletes and storytellers, further cements Toyota’s commitment to honoring determination, heritage, and dreams. These commercials are designed not only to market vehicles, but to connect viewers with the shared experiences, journeys, and ambitions that make each trip unique. As Toyota’s Super Bowl campaign unfolds, fans and families can anticipate a continued celebration of memorable journeys on and off the road.
