Toyota Showcases All-New 2026 RAV4 and Team Toyota Athletes in Super Bowl LX

Q: What does Toyota (TM) showcase in its Super Bowl LX ads on Feb. 6, 2026?

Toyota showcases the all-new 2026 RAV4 and human-focused origin stories in two 30-second ads. According to the company, the spots highlight family memories and Team Toyota athletes to emphasize journeys and relationships over destinations.

Q: Who are the Team Toyota athletes featured in the Toyota Super Bowl LX spot?

The spot features NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters, and NASCAR driver Bubba Wallace. According to the company, each athlete appears alongside youthful versions of themselves to show how early dreams shaped their careers.

Toyota (NYSE:TM) debuts two 30-second Super Bowl LX spots on Feb. 6, 2026 featuring the all-new 2026 RAV4 and Team Toyota athletes.

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Rhea-AI Summary

Toyota (NYSE:TM) debuts two 30-second Super Bowl LX spots on Feb. 6, 2026 featuring the all-new 2026 RAV4 and Team Toyota athletes. The ads—"Superhero Belt" and "Where Dreams Began"—use origin-story storytelling to spotlight family moments and athletes Puka Nacua, Oksana Masters and Bubba Wallace.

The campaign includes game-week activations in San Francisco, on-site Super Bowl Experience exhibits, and a post-game media flight to extend reach.

Argus Feb 6 session

+2.96% close to close Open Argus

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News Market Reaction – TM

On Feb 6, the day this news came out, TM closed 2.96% above the previous close.

Data tracked by StockTitan Argus for the Feb 6 session.

Key Figures

Super Bowl spots: Two 30-second ads RAV4 model years: 1997 and 2026 RAV4

Super Bowl spots: Two 30-second ads; Toyota’s Super Bowl LX campaign for 2026 RAV4 and Team Toyota
RAV4 model years: 1997 and 2026 RAV4; Storyline contrasts original RAV4 with all-new 2026 RAV4

Historical Context

5 past events · Latest: Jan 30

5 events

Jan 30
Super Bowl activation

24h Move

-0.1%

Glow Up Classic event and broader NFL FLAG support around Super Bowl LX.
Jan 29
Athlete partnerships

24h Move

+3.7%

Recognition of Team Toyota Winter Olympic and Paralympic athlete ambassadors.
Jan 28
Product award

24h Move

-2.3%

Tacoma named Truck of Texas again after record 2025 sales performance.
Jan 05
Tech partnership

24h Move

+0.5%

Next-gen navigation with Mapbox debuting in all-new 2026 RAV4 and future models.
Jan 05
Sales results

24h Move

+0.5%

2025 U.S. sales growth, strong electrified mix, and major U.S. battery investment.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

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02/06/2026 - 10:04 AM

Two 30-second spots explore origin stories that shape the destination

PLANO, Texas, Feb. 6, 2026 /PRNewswire/ -- Toyota Motor North America (TMNA) returns to the Super Bowl this year with two powerful 30-second spots airing during Super Bowl LX, reinforcing the brand's belief that while destinations may change, the people beside us are what truly matter.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/toyota/9380251-en-toyota-showcases-all-new-2026-rav4-athletes-super-bowl-lx

The two ads, "Superhero Belt" and "Where Dreams Began," bring Toyota's long-standing human-centric storytelling to life spotlighting moments, relationships and dreams that shape who we become along the way.

The film "Superhero Belt" explores the connection between a doting grandfather and grandson, and how their relationship only grows stronger with time. The story begins when the grandfather takes his grandson for a ride in his 1997 Toyota RAV4. The moment proves to be such a core memory, the grandson proudly recreates it for his grandfather almost 30 years later, this time in his all-new 2026 RAV4 with the roles reversed. The seating arrangements may have changed, but the love—and the inside jokes—never will. "Superhero Belt" was created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films.

"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."

In "Where Dreams Began," the spot imagines what greatness looked like from day one. Featuring Team Toyota athletes – NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters and NASCAR driver Bubba Wallace – the spot rewinds the clock to a time before trophies and the glory, when every champion was just a kid with a dream. Training alongside their pint-sized younger selves; mini coaches who push, motivate and remind the world-class athletes why they started. Every great destination has a beginning and Toyota celebrates those committed to the journey. "Where Dreams Began" was created by Unverified, produced by Sweatpants Media and directed by Alberto Blanco.

As the Official Automotive Partner of the NFL, Toyota has delivered a dynamic, multi-faceted presence across San Francisco throughout the week - celebrating community, sport and the journeys that connect them. Toyota kicked off Super Bowl LX week with activations and programming, including Radio Row, NFL FLAG Players of the Year at NFL Honors, and the Toyota Glow Up Classic, a unique black-light flag football showdown spotlighting girls in the sport. Toyota continues to bring the fans inside the action at Super Bowl Experience with a lineup of hands-on activations showcasing innovation across its vehicle portfolio, including the all-new 2026 RAV4, bZ, Tundra and more. Click here for more information.

Click here to view the 30-second spot, "Superhero Belt" and here to view the 30-second spot, "Where Dreams Began." Both ads will have a robust media flight post-Super Bowl LX. For images and credits, click here

About Toyota

Toyota (NYSE:TM) has been a part of the cultural fabric in North America for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships.

Toyota directly employs nearly 64,000 people in North America who have contributed to the design, engineering, and assembly of nearly 49 million cars and trucks at our 14 manufacturing plants. In 2025, Toyota's plant in North Carolina began to assemble automotive batteries for electrified vehicles.

For more information about Toyota, visit www.ToyotaNewsroom.com.

Media Contacts:

Sam Mahoney
Toyota Motor North America
980-900-8573
samuel.mahoney@toyota.com

Beatrice Kalish
Saatchi for Toyota
512-814-9454
beatrice.kalish@saatchi.com

In “Where Dreams Began,” Toyota’s Super Bowl spot, Team Toyota Athlete and NASCAR driver Bubba Wallace shares a high-five with his younger self, reminding viewers that every great journey has a beginning.

The spot “Where Dreams Began” pairs Paralympian and Team Toyota Athlete Oksana Masters with her younger self in a celebration of the commitment behind every journey.

Toyota’s Super Bowl spot, “Superhero Belt,” centers on the RAV4 as a shared thread in the bond between a grandfather and grandson.

Developed by Saatchi & Saatchi, Toyota’s Super Bowl spot “Superhero Belt” highlights how the journey often starts with the people who inspire us first.

View original content:https://www.prnewswire.com/news-releases/toyota-showcases-all-new-2026-rav4-and-team-toyota-athletes-in-super-bowl-lx-302679586.html

SOURCE Toyota

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What does Toyota (TM) showcase in its Super Bowl LX ads on Feb. 6, 2026?

Toyota showcases the all-new 2026 RAV4 and human-focused origin stories in two 30-second ads. According to the company, the spots highlight family memories and Team Toyota athletes to emphasize journeys and relationships over destinations.

Who are the Team Toyota athletes featured in the Toyota Super Bowl LX spot?

The spot features NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters, and NASCAR driver Bubba Wallace. According to the company, each athlete appears alongside youthful versions of themselves to show how early dreams shaped their careers.

What is the story behind the "Superhero Belt" Toyota ad during Super Bowl LX?

"Superhero Belt" tells a multigenerational story centered on a 1997 RAV4 and the new 2026 RAV4. According to the company, the film shows a grandfather and grandson trading roles nearly 30 years later, emphasizing enduring family bonds and nostalgia.

How is Toyota extending its Super Bowl LX presence beyond the TV spots?

Toyota runs on-site activations, community programming and a Super Bowl Experience exhibit in San Francisco during game week. According to the company, activities include Radio Row, NFL FLAG programming and hands-on displays of the 2026 RAV4 and other vehicles.

Where can viewers watch Toyota's Super Bowl LX spots after the broadcast?

Both 30-second ads will have a robust post-game media flight and online availability. According to the company, the spots will be accessible via Toyota's digital channels and broader media placements following Super Bowl LX.

Toyota Showcases All-New 2026 RAV4 and Team Toyota Athletes in Super Bowl LX