Toyota changed its mind last minute and opted to run a Super Bowl ad after it had originally stated it would sit out of the game. But the ad it used was not originally shot as a Super Bowl ad. The automaker, which in late 2023 announced a pricey deal to become an official NFL sponsor, plugged its 2024 Tacoma mid-sized pickup with the ad, which showed passengers clutching the passenger side handle as the truck rumbles and speeds through off-road terrain.

Before bypassing the 2023 game, Toyota had run ads in every game from 2018 to 2022.

Brand: Toyota

Agency: Saatchi & Saatchi

Quarter: 3

Super Bowl: LVIII

Year: 2024