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- Toyota, Volkswagen, and General Motors are all airing commercials during this year’s Super Bowl.
- Toyota’s ad features the new 2026 RAV4 and several Team Toyota athletes.
- Volkswagen is updating its 1995 “Driver Wanted” campaign for a new generation.
Toyota, Volkswagen and General Motors are among the automakers planning to air Super Bowl ads this year.
The high-profile spot will be an opportunity for automakers to promote their latest products in front of an expected television audience of 127.7 million viewers, according to Sporting News.
Each automaker is taking a different approach to advertising, with Toyota and Volkswagen evoking 1990s nostalgia, while GM will unveil a new livery for one of its Cadillac F1 formula race cars. GM also plans to air a new Chevrolet commercial that references a 1950s song memorializing the brand during the Super Bowl pregame show.
What do automakers’ Super Bowl ads show?
toyota
Toyota will air two 30-second commercials during the Super Bowl, which the company said in a press release will “bring Toyota’s decades of human-centered storytelling to life and, in the process, shine a spotlight on the moments, relationships, and dreams that shape who we become.”
Toyota said the first ad, called “Superhero Belt,” was about “the relationship between a doting grandfather and his grandson, and how that relationship grows stronger over time.” The ad depicts a grandfather riding along with his young grandson in a 1997 Toyota RAV4, who later recreates the grandfather moment in a 2026 RAV4.
The second Toyota ad, titled “Where Dreams Began,” features Los Angeles Rams wide receiver Puka Nacua, U.S. Paralympian Oksana Masters and NASCAR driver Bubba Wallace. Toyota said: “This spot rewinds the clock to a time before trophies and glory, when every champion was a kid with a dream.”
volkswagen
Volkswagen announced in a press release that it will debut a 30-second ad called “The Great Invitation: Drivers Wanted” during the second half of the Super Bowl.
The brand says the ad will be an update of its 1995 Super Bowl commercial, “Drivers Wanted.” The company says the slogan “has long represented Volkswagen’s human-centered approach to design, performance and culture.”
Volkswagen also said the new ad, set to a classic hip-hop song from the early 1990s, offers “a positive invitation to a new generation to say yes to possibility, originality and optimism by living life in the driver’s seat.”
The automaker released a 90-second version of the ad online.
general motors
GM is expected to reveal the livery of the Cadillac F1 team’s first car in a TV commercial that will air during the Super Bowl.
The 30-second spot will reveal the vehicle during a 60-minute broadcast from LX at Levi’s Stadium in Santa Clara, California. The car is scheduled to make its racing debut at the 2026 Australian Grand Prix.
Additionally, Chevrolet will air a new commercial during pregame coverage that GM says is a “modern take” on the brand’s ad “See the USA in Your Chevrolet,” sung by the late legendary entertainer and TV host Dinah Shore.
When and where can I watch the big game?
The Super Bowl will be held on February 8th at Levi’s Stadium in Santa Clara, California.
The game will begin at 6:30 p.m. ET and will be televised on NBC and streamed on Peacock.
