People are the destination in Toyota’s new spot
Superhero Belt was created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films.
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Toyota’s new spot, Superhero Belt tells a touching generational story between a grandfather and grandson that begins with a formative memory in his first generation RAV4 and comes full circle 30 years later in the 2026 RAV4.
The setting may have changed, but the connection, and the role the vehicle plays in everyday life, remains constant. At the heart of the work is a simple idea, people are the destination. Superhero Belt was created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films.
“At Toyota, we believe the most meaningful journeys aren’t defined by where you’re going, but by who is beside you along the way,” said Dedra DeLilli, Vice President, Marketing Communications, Toyota Motor North America. “Superhero Belt captures how vehicles can become part of the moments and relationships that shape us, connecting generations through everyday experiences.”
Credits
View on- Agency Saatchi & Saatchi/Los Angeles
- Production Company Pulse Films/Los Angeles
- Director Rodrigo Saavedra
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Credits
View on- Agency Saatchi & Saatchi/Los Angeles
- Production Company Pulse Films/Los Angeles
- Director Rodrigo Saavedra
- Executive Producer Mino Jarjoura
- Head of Production Adam Litt
- Editing Cosmo Street/Los Angeles
- Post Managing Partner Yvette Cobarrubias
- Executive Post Producer Marie Mangahas
- Head of Post Production Kacie Gomez
- Post Producer Dianne Rodriguez
- Post Producer Quincy Carter
- Editor Tom Scherma
- Assistant Editor Edward Schroer
- Color/Sound Harbor Picture Company/USA
- VFX TRAFIK
- Executive VFX Producer Karena Ajamian
- VFX Supervisor Benji Davidson
- Executive Color Producer Nadia Dabibi
- Colorist Oisin O'Driscoll
- Executive Audio Producer Lauren Boyle
- Audio Mixer Steve Perski
- Production Services Film Group
- Production Services Executive Producer Nathan Miles
- Production Services Executive Producer Renee Poulin
- Head of Production Services Alexandra Wilson
- Chief Creative Officer Jason Schragger
- Chief Creative Officer Elaine Cox
- Creative Director Annie Elliott
- Art Director Lynn Born
- Art Director Consiglia Iovine
- Copywriter Michael Buss
- Copywriter Alexis Johnson
- HP Dogan Dattilo
- Director of Production (HP) Pamela Parsons
- Executive Producer Shawna Wilson
- Producer Erica Taylor
- DP Matthias Koenigswieser
- Production Services Producer Oliver Van Beek
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Saatchi & Saatchi/Los Angeles
- Production Company Pulse Films/Los Angeles
- Director Rodrigo Saavedra
- Executive Producer Mino Jarjoura
- Head of Production Adam Litt
- Editing Cosmo Street/Los Angeles
- Post Managing Partner Yvette Cobarrubias
- Executive Post Producer Marie Mangahas
- Head of Post Production Kacie Gomez
- Post Producer Dianne Rodriguez
- Post Producer Quincy Carter
- Editor Tom Scherma
- Assistant Editor Edward Schroer
- Color/Sound Harbor Picture Company/USA
- VFX TRAFIK
- Executive VFX Producer Karena Ajamian
- VFX Supervisor Benji Davidson
- Executive Color Producer Nadia Dabibi
- Colorist Oisin O'Driscoll
- Executive Audio Producer Lauren Boyle
- Audio Mixer Steve Perski
- Production Services Film Group
- Production Services Executive Producer Nathan Miles
- Production Services Executive Producer Renee Poulin
- Head of Production Services Alexandra Wilson
- Chief Creative Officer Jason Schragger
- Chief Creative Officer Elaine Cox
- Creative Director Annie Elliott
- Art Director Lynn Born
- Art Director Consiglia Iovine
- Copywriter Michael Buss
- Copywriter Alexis Johnson
- HP Dogan Dattilo
- Director of Production (HP) Pamela Parsons
- Executive Producer Shawna Wilson
- Producer Erica Taylor
- DP Matthias Koenigswieser
- Production Services Producer Oliver Van Beek
While Toyota, the Official Automotive Partner of the NFL, will deliver a dynamic, multi-faceted presence in San Francisco leading up to Super Bowl LX, Superhero Belt was not originally created specifically for the game. Instead, it is part of a multi-vehicle brand campaign, with its launch aligning naturally with the Super Bowl and the opportunity to showcase new creative during one of America’s most-watched TV events. Telling a story about connection, at a moment when families and friends are gathered together across the country, made the Big Game a culturally resonant stage for this work.
A second Toyota spot will debut during the week leading up to Super Bowl LX, expanding the theme through a different origin story rooted in personal growth and forward momentum.
“Superhero Belt is about the gift of dedicating real time to someone you really care about,” said Elaine Cox, Chief Creative Officer, Saatchi & Saatchi. “Because where we go in life is nothing without the people who go through life with us. Spending time with the people we care about most is the ultimate destination and Toyota is grateful to be part of that story"
