Toyota is advertising in Super Bowl LX with “Superhero Belt,” a quietly emotional, generational ad that finds meaning in everyday moments (and the cars that carry them).
Created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films, the ad opens in a scene from decades ago, with a young boy riding in his grandfather’s Toyota RAV4. When the child resists buckling up, his grandfather reframes the seatbelt as something far more exciting: a “superhero belt.”
The film then jumps forward more than 30 years. The boy is now a grown man, driving his own 2026 RAV4—and this time, the roles are reversed. As he takes his grandfather for a ride, he jokingly asks him to put on his “superhero” belt, closing the loop on a memory that has quietly shaped their relationship.
“Superhero Belt” wasn’t originally created specifically for the Super Bowl, but Toyota felt the timing—and the moment—made sense. With families gathered together across the country, the Big Game offered a culturally resonant stage to showcase a story about connection, continuity, and the role vehicles play in everyday life.
“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 of marketing communications at 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.”
The spot is part of a broader, multi-vehicle brand campaign, with a second Toyota ad set to debut in the week leading up to Super Bowl LX, expanding on similar themes of personal growth and forward momentum.
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