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

Toyota drives Super Bowl reprise with four wheeled ‘star player’

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.

“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.”

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.