Toyota Announces Super Bowl 2020 Spot

Toyota announced it will be running a 60-second spot featuring its new 2020 Highlander during Super Bowl LIV on Feb. 2.

Created by Saatchi & Saatchi, the ad marks the start of the larger campaign for the Highlander, which will run through mid-July. The car “is currently the best-selling model in the midsize SUV segment,” according to Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America.

The Highlander campaign follows the Total Toyota (T²) cross-agency model with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising, and Intertrend, with Zenith Media responsible for TV and outdoor media buying.

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