Toyota to air Super Bowl ad, reversing decision to sit it out

Toyota has called a last-minute audible and now says it will advertise in the Super Bowl. The decision comes just ten days after the automaker said it would sit out the game to focus on experiential marketing on the ground in Las Vegas, where the Feb. 11 game will be held. Toyota will run a national TV ad during the game on CBS in addition to the experiential activities. “The opportunity coincides with the launch of the 2024 Toyota Tacoma, and we’re thrilled to highlight the trail-dominating power and legendary capability of the all-new Tacoma on the Super Bowl LVIII stage,” Toyota said in a statement this morning. “As previously stated, Toyota will also bring fans an exciting, multi-faceted activation experience leading up to and during the game as the official automotive partner of the NFL.” Super Bowl commercials Tracking the latest brand and agency plans Enter here The ad spot was created by Toyota’s longtime creative and media agency, Publicis Groupe’s Saatchi & Saatchi, in partnership with Le Truc, which is Publicis Groupe’s creative collective. Toyota did not disclose other ad details, including the length or quarter it will run. When asked to elaborate on the reasons for the reversal, a Toyota spokesperson said, “In the course of our campaign production, we realized that we had a creative execution that rises to the level of 'Super Bowl worthy,'” adding that the timing of the game “aligns perfectly with our launch of the new Tacoma, with the campaign kicking off the week prior to Super Bowl LVIII.” Toyota's entry means that there are now four automakers to publicly confirm ad plans, including Toyota, BMW, Volkswagen and Kia. Toyota’s standing as the NFL’s official automotive sponsor, which it became in October, gives it certain advantages over other auto brands in the game, including the ability to use NFL trademarks. Before bypassing last year’s game, Toyota had run ads in every game from 2018 to 2022.

Toyota to air Super Bowl ad, reversing decision to sit it out

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