Toyota returns to Super Bowl without Saatchi & Saatchi as lead creative agency

By John Glenday | Reporter



toyota article

December 4, 2018 | 3 min read

Japanese car brand Toyota has confirmed it will advertise at the Super Bowl for a second year running.

But in a blow to Saatchi & Saatchi, it has opted to give the creative brief to multicultural agency Burrell Communications. Saatchi, which has worked on the advertiser's biggest campaigns, including its first-ever global ad push, will manage the PR and communications brief.

“The Toyota spot will feature the all-new 2019 RAV4, one of the star players in the Toyota roster. The Super Bowl spot’s creative development will be quarterbacked by Burrell Communications with Saatchi & Saatchi leading offensive coordination," a spokesperson for the brand said.


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“Toyota’s multi-agency approach is part of the brand’s broader strategy to embrace diversity nuances throughout the strategy, creative and communications of all its campaigns. The Super Bowl execution will tap into learnings to have Burrell Communications develop and produce the creative, and Saatchi & Saatchi lead media and communications strategies.”

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Further campaign details will be divulged closer to an air date of 3 February on CBS.

Most recently Burrell masterminded a multimedia social and broadcast campaign for Toyota that focussed on the fictional Powell family.


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Toyota Motor Corporation is a Japanese multinational automotive manufacturer headquartered in Toyota, Aichi, Japan. In 2017, Toyota's corporate structure consisted of 364,445 employees worldwide.

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