- Toyota is returning to the Super Bowl to promote the 2026 RAV4.
- 30-second ad promotes family and the model’s history in America.
- The redesigned RAV4 goes hybrid-only, pricing starts at $31,900.
Several automakers are passing on this year’s Super Bowl, but Toyota is saying game on. They have good reason for this as they’re promoting the redesigned RAV4, which is one of the best-selling vehicles in America.
Created by Saatchi & Saatchi, the 30-second spot is called Superhero Belt, and it tells a story 30 years in the making. In the video, we can see a grandfather telling his grandson “Let’s go for a drive.”
Review: The 2026 Toyota RAV4 Finally Feels Like The SUV It Was Meant To Be
They hold hands as they walk to a 1996 RAV4. The grandson then hops in the backseat, before the grandfather puts on his “superhero belt.”
The story resumes three decades later as the grandson picks up his grandfather in a 2026 RAV4. After he gets inside, the grandson acknowledges the past and suggests the grandfather don his own superhero belt.
The ad was directed by Rodrigo Saavedra and features the tagline “people are the destination.” It’s designed to highlight the fact that while times change, the role that the RAV4 plays in everyday life remains the same.
Toyota Motor North America’s Vice President of Marketing Communications, Dedra DeLilli, said “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. Superhero Belt captures how vehicles can become part of the moments and relationships that shape us, connecting generations through everyday experiences.”
As a refresher, the 2026 Toyota RAV4 starts at $31,900 and comes standard with a hybridized 2.5-liter four-cylinder engine producing 226 hp (169 kW / 229 PS). This enables the front-wheel drive model to return an impressive 44 mpg combined.
Opting for all-wheel drive results in a higher output of 236 hp (176 kW / 239 PS). Despite the added power and traction, this variant also returns up to 44 mpg combined.
Customers can also get a plug-in hybrid powertrain, which consists of a 2.5-liter engine, three electric motors, and a battery pack. This setup gives the crossover a combined output of 324 hp (242 kW / 329 PS) and an electric-only range of up to 52 miles.
