Toyota's new 2020 Highlander was brought to life for millions of Super Bowl viewers in a new ad created especially for last week's big game by Saatchi & Saatchi.
In the “Heroes” spot, actress Cobie Smulders plays the role of an action hero and a mother, rescuing a cast of characters in familiar movie scenes, using the Highlander Platinum grade.
“This commercial truly highlights the all-new Highlander’s incredible array of features, even greater capabilities and spacious interior,” Toyota Marketing Group Vice President Ed Laukes said in a press release. “The spot’s message of ‘go wherever they need you’ speaks to the adventurous spirit of Highlander and its ability to help drivers tap into their inner hero.”
Kicking off the campaign for the fourth-generation Highlander, the best-selling retail model in the midsize SUV segment since 2016, the spot appeared in the first ad break of the fourth quarter.