Toyota will feature new Highlander in Super Bowl spot

Article by Christian Andrei, on December 18, 2013

Toyota has secured a 60-second commercial spot at the broadcast of the Super Bowl XLVIII in Feb. 2, 2014. The spot will feature Toyota’s redesigned Highlander mid-sized crossover and will incorporate another global brand as a partner, according to officials of the Japanese carmaker.

Jack Hollis, vice president of Toyota marketing, told Automotive News in an interview that the carmaker would return to the Super Bowl, which is considered as the most-watched advertising event in the United States and is expected to have over 100 million viewers.

“We are very excited about it and there are some surprises coming that are going to be really fun for the Super Bowl,” Hollis said. Just in the previous Super Bowls, the broadcast of the big game had turned into a battleground for carmakers aiming to capture a large part of the US market.

In fact, Toyota, Hyundai, Kia, Audi, and Jaguar have all confirmed that they will advertise during the big game that will be broadcasted by Fox.

Advertising Age has reported that Fox is earning about $4 million for every 30-second commercial slot during the game. Toyota will roll out the redesigned 2014 Highlander to US dealerships in January 2014.

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