The Super Bowl is one of the most-watched events on television and Toyota is looking to take advantage of that by airing a sixty second commercial for the 2020 Highlander during the big game.
The company is staying tight-lipped about the ad, but confirmed the commercial was created by Saatchi & Saatchi which has previously created Super Bowl ads for the 2015 Camry and 2016 Prius.
While there’s no word on specifics, the ad will follow last year’s spots which promoted the 2019 RAV4 and 2020 GR Supra. The Super Bowl ad will also be part of a larger marketing campaign that will run through July of 2020.
Driven: Toyota Aims Higher With The 2020 Highlander
Toyota Motor North America’s group vice president of marketing, Ed Laukes, said “The Highlander is currently the best-selling model in the midsize SUV segment, and there’s no better way to kick off the marketing campaign for the fourth generation of this benchmark SUV than during the most-watched television event of the year.”
Toyota didn’t disclose how much they paid for the Super Bowl ad, but Variety has reported that a 30 second spot sells for between $5 – $5.6 (£3.7 – £4.2 / €4.5 – €5) million. Given that Toyota’s commercial is a minute long, the company could have shelled out as much as $11.2 (£8.4 / €10) million just for the air time.
Super Bowl LIV will be take place on February 2nd and be broadcast live from the Hard Rock Stadium which is home to the Miami Dolphins. Of course, the Dolphins are 3-11 this year so their best chance to attend the Super Bowl is by buying tickets.
As for the 2020 Toyota Highlander, the model goes on sale today and has a base price of $34,600 – excluding a $1,120 delivery, processing and handling fee. The crossover improves on its predecessor in almost every way and you can read our full review of it here.
![](https://www.carscoops.com/wp-content/themes/carscoops/assets/images/icons/arrow.png"){kind=icon}