Toyota’s Newly Rebooted Supra Sports Car Will Get Its Own Super Bowl Ad

It’s been 20 years since Toyota’s Supra coupe was sold in the United States, but now it’s making what the automaker hopes will be a triumphant return. Today it was announced that the Supra’s comeback is getting a considerable publicity boost in the form of a 60-second Super Bowl ad.

While the ad from Saatchi and Saatchi reportedly won’t be released until it airs immediately after the halftime show, it’s titled “Wizard” and centers on a “a life-sized pinball machine,” so we’re going to go out on a limb and guess there will be a soundtrack by The Who.

UPDATE: Here’s the full spot that ran during the game:

This is one of two Toyota spots announced for this year’s game, with the other created by agency Burrell Communications and starring the young female football phenom Antoinette “Toni” Harris.

First launched in 1978, the Supra went through four evolutions before Toyota ceased selling the model to U.S. audiences in 1998. A few years later, Japanese production and sales of the Supra ended as well.

While we won’t see the ad until the Super Bowl, here’s a look at the 2020 Supra from its debut at last month’s North American International Auto Show in Detroit:

Last year marked Toyota’s biggest Super Bowl presence ever, with three ads in the game.

Likely the most memorable from that run was “Good Odds,” directed by Aoife McArdle and featuring eight-time Paralympic gold medal skier Lauren Woolstencroft:

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 LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.

David Griner

@griner

David Griner is creative and innovation editor for Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek's podcast.