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Toyota’s “Superhero Belt” is the 2026 Super Bowl ad built around a grandfather and grandson—and the family memory that links a 1997 RAV4 to an all-new 2026 model. The emotional premise may bring viewers to tears, but Toyota has not published evidence that everyone, or any measured share of viewers, cried. It was one of two Toyota spots announced for Super Bowl LX.
What happens in Toyota’s “Superhero Belt” ad?
Toyota describes a grandfather taking his grandson for a ride in his 1997 RAV4. Nearly 30 years later, the grandson recreates that experience for his grandfather in an all-new 2026 RAV4. The roles have reversed, but the memory—and the bond between them—remains.
The ad’s central idea is not simply an old car returning in a new model. It is the way an ordinary family experience can gather meaning over time: the grandson becomes the one who gives his grandfather a ride, echoing what his grandfather once did for him. Toyota’s February 6, 2026 announcement presents this as the story of “Superhero Belt.” Toyota’s announcement
Did the commercial make everyone cry?
“Everyone crying” is an emotional hook, not a verified audience finding. Toyota’s announcement describes the story but does not report a viewer survey, sentiment percentage, or count of people who cried. The Associated Press discussed broad themes across Super Bowl LX advertising, including care, community, and neighborliness, but did not establish a Toyota-specific audience reaction. Associated Press overview of Super Bowl LX advertising
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The story gives viewers familiar emotional cues—generational care, a remembered childhood ride, and a reversal of roles decades later. Those details can make the spot moving, but whether a particular viewer cries is personal, not something these sources measure.
Toyota’s two Super Bowl LX ads
Toyota announced two 30-second spots for Super Bowl LX, not just the family-focused RAV4 commercial. Its other ad, “Where Dreams Began,” takes an athlete-origin-story approach.
Rank #2
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| Spot | Story and featured people | Vehicle role | Production credits |
|---|---|---|---|
| “Superhero Belt” | A grandfather and grandson revisit a ride from the grandson’s childhood. | The story moves from the grandfather’s 1997 RAV4 to an all-new 2026 RAV4. | Created by Saatchi & Saatchi; directed by Rodrigo Saavedra. |
| “Where Dreams Began” | NFL wide receiver Puka Nacua, U.S. Paralympian Oksana Masters, and NASCAR driver Bubba Wallace appear alongside younger versions of themselves. | Toyota’s announcement describes the spot around the athletes and their younger selves, not as a RAV4 story. | Created by Unverified; produced by Sweatpants Media; directed by Alberto Blanco. |
Toyota said each spot runs 30 seconds and that a broader post-game media flight was planned. The campaign details and credits come from Toyota Motor North America’s announcement.
Why the RAV4 matters to the story
In “Superhero Belt,” the vehicle links two moments separated by nearly three decades: the grandfather’s ride in a 1997 RAV4 and the grandson’s recreation in the 2026 model. Toyota identifies the newer vehicle as an all-new 2026 RAV4. The announcement does not provide further trim, pricing, or feature details, so the ad’s role is best understood as part of the family memory rather than a complete vehicle overview.
Rank #3
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Who made the spots?
Toyota credits Saatchi & Saatchi with creating “Superhero Belt” and Rodrigo Saavedra with directing it. For “Where Dreams Began,” Toyota credits Unverified as creator, Sweatpants Media as producer, and Alberto Blanco as director. The campaign announcement quotes Toyota Motor North America vice president of marketing communications Dedra DeLilli: “As the Official Automotive Partner of the NFL, the Super Bowl gives Toyota an unmatched stage to tell stories that connect with fans.” Toyota Motor North America
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Rank #4
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