Toyota is heading into Super Bowl LX with a story that treats heroism not as spectacle, but as something quietly earned over time.
Created by Saatchi & Saatchi and directed by Rodrigo Saavedra through Pulse Films, “Superhero Belt” turns the Toyota RAV4 into an unexpected symbol of everyday heroism, tracing a 30-year relationship between a grandfather and grandson. The spot opens on a formative childhood moment inside a first-generation RAV4 and comes full circle decades later in the 2026 model, showing how the vehicle remains a constant presence as life evolves.
Rather than focusing on destinations, the film centers on connection. The locations, technology, and years may change, but the emotional bond stays intact. The RAV4 is never positioned as the hero itself. Instead, it quietly supports the moments that matter, reinforcing Toyota’s belief that people are the destination. Watch below:
“At Toyota, we believe the most meaningful journeys aren’t defined by where you’re going, but by who is beside you along the way,” said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America. “‘Superhero Belt’ captures how vehicles can become part of the moments and relationships that shape us, connecting generations through everyday experiences.”
Although Toyota is the Official Automotive Partner of the National Football League and will have a strong presence in San Francisco surrounding Super Bowl LX, “Superhero Belt” was not originally conceived as a Super Bowl-specific spot. Instead, it is part of a broader, multi-vehicle brand campaign, with its debut aligning naturally with the Big Game. The timing allows Toyota to place a story about family, continuity, and shared moments onto one of television’s biggest communal stages.
That alignment is intentional. With families and friends gathering across the country to watch the game together, the Super Bowl provides a culturally resonant backdrop for a message rooted in togetherness rather than spectacle. Toyota plans to build on that momentum with a second spot debuting in the week leading up to the game, expanding the theme through a different origin story focused on personal growth and forward motion.
“‘Superhero Belt’ is about the gift of dedicating real time to someone you really care about,” said Elaine Cox, chief creative officer, Saatchi & Saatchi. “Because where we go in life is nothing without the people who go through life with us. Spending time with the people we care about most is the ultimate destination and Toyota is grateful to be part of that story.”
CREDITS:
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
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