Toyota Returns to the Super Bowl After Sitting It Out Last Year

The automaker will run 2 ads in the Big Game

Toyota will make a comeback in the Super Bowl LII. Toyota USA
Headshot of Lindsay Rittenhouse

After taking a hiatus in 2017, Toyota will return to the Super Bowl LII on Feb. 4, with two 60-second spots, a representative for the automaker confirmed to Adweek.

The person said one of the Big Game commercials will focus on Toyota’s Winter Olympics sponsorship and the other will focus solely on the brand. No further information was given.

While Toyota chose to sit out the Super Bowl last year, the company ran spots in the Big Game consecutively from 2012 to 2016. This year, an NBC spokesperson told Adweek that Super Bowl LII ads are being sold for “north of $5 million.”

Toyota’s lead creative agency is Saatchi & Saatchi, which did not immediately return a request for comment.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
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