Toyota’s pronouncement implies a remarkable turnaround in the automaker’s decision-making; not only did Toyota late last week announce an English-language Super Bowl ad on CBS, just ten days after the automaker said it would “sit out the game,” but the Japanese automaker is also planning to broadcast a Spanish-language ad during the Univision broadcast, a spokesperson at Saatchi & Satchi told Portada on behalf of Toyota, saying that “more details will be released at a later date.”
Toyota Spanish-language Super Bowl Ad History
Toyota is certainly not new to Spanish-language and bilingual Super Bowl advertising. In 2006, it ran what is believed to be the first bilingual Super Bowl ad to promote the Camry Hybrid. Conill, a Saatchi & Saatchi North America company, is Toyota’s Hispanic creative agency and handles Hispanic creative, planning, and digital buying. Saatchi & Saatchi manages Toyota U.S. general market creative, planning, and buying, while Publicis Media’s Zenith handles all Linear TV buying.
Toyota is the NFL’s official automotive partner, based on a multi-year sponsorship deal announced in October 2023. This gives Toyota a unique advantage over other carmakers when leveraging its Super Bowl ad investments, as it can use the NFL trademarks.
Other Brands Participating
Nissan and Audi are other automotive brands participating in Univision’s Spanish-language Super Bowl broadcast on February 11. Advertising spots by Metro-by T-Mobile, Total by Verizon, and TurboTax will also be run during the game between the San Francisco 49ers and the Kansas City Chief. TelevisaUnivision claims to “nearly have sold out” its Spanish–language simulcast of the Super Bowl as advertisers seek to connect with the Hispanic audience. This is the first year TelevisaUnivision is selling its ad inventory for the game, separate from the English-language broadcast on CBS.
