Super Bowl

Toyota Suiting Up for Super Bowl XLVIII on Fox

Sixty-Second Spot Will Tout Highlander SUV

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'Big Bang Theory' star Kaley Cuoco starred in last year's spot.
'Big Bang Theory' star Kaley Cuoco starred in last year's spot.

Add automotive giant Toyota to the growing list of marketers suiting up for Super Bowl XLVIII.

The Toyota division is "definitely" buying commercial time during Fox's telecast of the first outdoor, cold weather Super Bowl on Feb. 2, said Jack Hollis, VP-marketing for Toyota Motor Sales USA.

Toyota will highlight the all-new Toyota Highlander with a 60-second spot, said Mr. Hollis. "We're definitely going to be in the Super Bowl. There's no place I'd rather be."

Kaley Cuoco from the hit CBS comedy "The Big Bang Theory" could appear again, he said. But Toyota is still working out its Super Bowl creative strategy with lead agency Saatchi & Saatchi, Los Angeles.

During Super Bowl XLVII, the automaker bought two 30-second slots, then combined them into a comedic 60-second ad starring Cuoco as the "RAV4 Genie" who grants wishes for one family. Fox is pocketing an average of $4 million per 30-second spot for the Big Game at MetLife Stadium.

Toyota will take on a long list of car makers also advertising during the Big Game. Among them: General Motors' Chevrolet, Audi, Jaguar, Hyundai and Kia. But Mr. Hollis doesn't neccessarily think it's becoming the "Car" Bowl.

"The Super Bowl is clearly the vehicle to reach as many people as humanly possible. It delivers on that all day long. But that's not the right strategy or even execution for every car brand, every year. We look at it on a year-to-year basis with the vehicles that we are working on or the messages we think are needed. ... We take it one year at a time," said Mr. Hollis.

He added: "I don't think it's really become the Car Bowl. I just think it's such a great consumer celebration, that to be there is important if you have a good message."

The Toyota division grew sales 11% in November and 8% through the first 11 months of 2013, according to the Automotive News Data Center.

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