Super Bowl LV

Toyota's Super Bowl commercial gives viewers exactly what they don't want, study says

Toyota's Super Bowl LV ad features the story of a Paralympian.

Photo courtesy of Toyota Motor Sales U.S.A. Inc.

By their own account, Toyota is sharing messages of hope, strength, and social responsibility during its Super Bowl LV ad. According to a new study conducted by DISQO, that's exactly what Americans don't want to see.

The 60-second spot, titled "Upstream", features Team Toyota athlete Jessica Long's long journey to success, which started when she was adopted by an American couple from a Russian orphanage. Soon after adoption, Long's legs would have to be amputated due to a rare condition.

Long is currently the second most decorated Paralympian in U.S. history. A five-second "billboard" within the ad encourages people to "think about the impact they have on those around them and follow Centers for Disease Control and Prevention (CDC) COVID-19 guidelines", according to a release.

Toyota Super Bowl Toyota's Super Bowl LV ad looks to strike a hopeful tone.Photo courtesy of Toyota Motor Sales U.S.A. Inc.

Toyota Super Bowl LV ad paralympics

DISQO surveyed 8,432 people in the U.S. on February 1 and 2 to dermine their level of excitement about the Super Bowl and the activities and activations surrounding the game. The study found that 31.8 percent of people are less excited about this year's Super Bowl than previous editions.

Further, 23 percent of respondents said that they would watch the Super Bowl with a smaller group this year due to the pandemic and 17.3 percent will watch at home instead of going out like they traditionally would.

Just 15.9 percent of those surveyed said that they want want to see Super Bowl ads discussing social issues. The vast majority (83.2 percent) want the ads to be funny and/or entertaining.

Only 35.1 percent of respondents said that they want to see Super Bowl ads ahead of the game. "Upstream", like GM's Norway-centric spot, was shown ahead of the Big Game.

Toyota's ad was created by Toyota's agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed by Tarsem Singh. It will air in the first position in the commercial break before the two-minute warning in the second quarter.

Last year, Toyota showed off its new Highlander in a commercial starring Cobie Smulders that struck a less serious tone.

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New full-size SUVtoyota

Toyota teases new SUV that could be updated Sequoia

The teaser image gives zero detail on the new SUV.

Toyota

Toyota recently retook the title of world’s largest automaker and has its sights set on refreshing some of its oldest models. The Tundra full-size pickup truck got the treatment late last year, and now we’re seeing teases of a new SUV from the auto giant. The image, released yesterday, is likely of a new Sequoia, which is based on the Tundra and is equally as overdue for a refresh.

2022 Toyota Sequoia If the tease is of a new Sequoia, it will replace the 15-year-old current-generation model.Toyota

After 15 years or so on sale in its current form, the Sequoia is old enough to earn a learner’s permit of its own at this point. All of its competitors offer newer and more intuitive technology, a larger variety of advanced safety gear, and more efficient powertrains. In the teaser, we can see a sharply chiseled rear quarter panel and shapely tail lights, but not much else. If it is a Sequoia, the styling marks a significant shift in the SUV’s outward appearance.

The shadowy image is the only tidbit Toyota has shared so far, but we can draw some information from the recently released Toyota Tundra pickup truck, with which the Sequoia typically shares a platform and powertrain elements. The all-new 2022 Tundra dropped the 5.7-liter V8 that powered it for years, in favor of a pair of twin-turbo V6 engines, one of which is a hybrid. That means we could see a new Sequoia with the same engines, delivering up to 479 horsepower.

2022 Toyota Sequoia We're likely to see a TRD off-road oriented model.Toyota

The new full-size SUV will likely also get some of the tech updates that Toyota bestowed upon the new Tundra. That could mean up to a 14-inch infotainment touchscreen with a new, more intuitive user interface and over-the-air updates. Refreshed safety features are almost certainly on the list of Sequoia changes as well.

Toyota hasn’t nailed down an official reveal date or any other information for the new SUV, but has said that more details are coming soon.

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