Toyota Motor North America returns to the Super Bowl with two emotionally driven 30-second spots, reinforcing the brand’s belief that while destinations change, it’s the people beside us who define the journey.
The films, “Superhero Belt” and “Where Dreams Began,” bring Toyota’s human-centric storytelling to life by spotlighting the moments, relationships, and early dreams that shape who we become.
“Superhero Belt” centers on the enduring bond between a grandfather and grandson. The story begins with a simple but formative moment: a ride in the grandfather’s 1997 Toyota RAV4. That experience becomes a core memory, one that the grandson recreates nearly 30 years later by taking his grandfather for a ride in the all-new 2026 RAV4.
Roles reverse, seating positions change, but the love, humor, and connection remain exactly the same. Created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films, the film underscores how vehicles become part of life’s most meaningful moments. Watch below:
“As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that resonate deeply with fans,” said Dedra DeLilli, vice president of marketing communications, Toyota Motor North America. “Whether it’s the nostalgia of a ride in a grandfather’s RAV4 or the unrelenting determination behind a Team Toyota athlete’s journey, these origin moments shape where we’re headed. Together, these stories reflect Toyota’s belief that while where we’re going matters, it’s the people and moments along the way that truly define the journey.”
The second spot, “Where Dreams Began,” looks at greatness before it was obvious. Featuring Team Toyota athletes NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters, and NASCAR driver Bubba Wallace, the film rewinds the clock to their earliest days, long before trophies and accolades.
Training alongside younger versions of themselves, the athletes are guided by pint-sized coaches who push, motivate, and remind them why they started. The message is simple: every great destination has a beginning. “Where Dreams Began” was created by Unverified, produced by Sweatpants Media, and directed by Alberto Blanco. Watch below:
Beyond the broadcast, Toyota has delivered a dynamic, multi-faceted presence throughout Super Bowl LX week in San Francisco, celebrating community, sport, and the journeys that connect them. Activations included Radio Row, NFL FLAG Players of the Year at NFL Honors, and the Toyota Glow Up Classic, a black-light flag football event spotlighting girls in the sport. At Super Bowl Experience, fans were invited inside the action through hands-on activations featuring innovation across Toyota’s lineup, including the all-new 2026 RAV4, bZ, Tundra, and more.
Both “Superhero Belt” and “Where Dreams Began” will continue with a robust media flight following Super Bowl LX.
CREDITS:
“Superhero Belt”
BRAND: Toyota North America
- Vice President: Michael Tripp
- Marketing: Dedra DeLilli
- General Manager: Owen Peacock
- Marketing: Beatris Diaz
- Strategy Manager: Lulu Cao
- Marketing Manager: Timothy Rippinger
AGENCY: Saatchi & Saatchi – USA
- Chief Creative Officer: Jason Schragger
- Chief Creative Officer: Elaine Cox
- Creative Director: Annie Elliott
- Art Director: Lynn Born
- Art Director: Consiglia Iovine
- Copywriter: Michael Buss
- Copywriter: Alexis Johnson
- Head of Production: Dogan Dattilo
- Director of Production: Pamela Parsons
- Executive Producer: Shawna Wilson
- Content Producer: Erica Taylor
- Communications Director: Paula Adams
- Managing Director: Al Reid
- Managing Director: Erica Baker
- Client Partner: Chris Crockett
- Client Partner: Sophie Turner
- Partnerships: CJ Ramsey
- Partnerships: Jocelyn Castellanos
- Partnerships: Ashley Santoyo
- Operations: Tracy Yagi
PRODUCTION COMPANY – Pulse Films US
- Executive Producer: Mino Jarjoura
- Head of Production: Adam Litt
- Line Producer: Brady Vant Hull
- Director: Rodrigo Saavedra
- Director of Photography: Matthias Königswieser
PRODUCTION SERVICES: Filmgroup
- Executive Producer: Nathan Miles
- Executive Producer: Renee Poulin
- Head of Production: Alexandra Wilson
- Producer: Oliver Van Beek
POST / VFX: The Harbor Picture Company (US)
- Colorist: Oisin O’Driscoll
- Producer: Nadia Dabibi
VFX: TRAFIK
- Executive Producer: Karena Ajamian
- VFX Supervisor: Benji Davidson
- Finish: Justin Rodger CdeBaca
EDIT: Cosmo Street
- Editor: Tom Scherma
- Edit Assistant: Edward Schroer
- Managing Partner: Yvette Cobarrubias
- Executive Producer: Marie Mangahas
- Head of Production: Kacie Gomez
- Producer: Dianne Rodriguez
- Producer: Quincy Carter
MUSIC/SOUND: Harbor
- Sound Mix: Steve Perski
- Executive Producer: Lauren Boyle
“Where Dreams Began”
Brand: Toyota Motor North America
AGENCY: Unverified
- Creative Director: Andrew Nethery
- Creative Director: Mikey Zeller
- Director of Operations: Shawn Meade
- Design Lead: Kevin Reid
PRODUCTION COMPANY: Sweatpants Media
- Director: Alberto Blanco
- Director of Photography: Miley Zeller
- Executive Producer: Andy Bell
- Supervising Producer: Elliott Perrigo
- Supervising Producer: Bradley Rettele
- Producer: Eugene Sapp
- Production Manager: Diamonique Drummond
POST: Sweatpants Media
- Editor: Marc Soria de Torre
- Online Editor: Rob Seidel
- Post Supervisor: Natalie Kremer
- Visual Effects: Juan Ramon Herrero Alarco
COLOR: Company 3
- Colorist: Parker Jarvie
- Producer: Wesley Lewis
MUSIC/SOUND
Composer: Javier Bayon
Sound Company: Source Sound
Sound Design: Charles Deenan
Sound Mix: Charles Deenan
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