In Toyota’s third straight Super Bowl appearance, the automaker kicks off a new campaign for its Highlander SUV with a light-hearted spot from agency-of-record Saatchi & Saatchi.
The 60-second ad, which was one of the last to air during the game, harnesses the classic “There’s no room, go without me!” movie trope, but in Toyota’s version, the Highlander saves the day by rescuing people from everything from chemical disasters to alien attacks.
The automaker was one of a handful of Super Bowl advertisers that decided to edit their commercials at the last minute following the Jan. 26 helicopter crash that killed NBA star Kobe Bryant. Toyota, which had not released any teasers or previews prior to the game, declined to share the nature of the edits.
AGENCY: Saatchi & Saatchi
QUARTER AIRED: Q4
SUPER BOWL: LIV