Super Bowl LX Car Ads: Toyota, Cadillac F1, Nissan, VW & More

Published: Monday, February 9, 2026, 12:33 [IST]

Super Bowl LX saw the Seattle Seahawks defeat the New England Patriots 29-13 at Levi's Stadium in Santa Clara, California, in the NFL's championship game. Seahawks running back Kenneth Walker III was named Most Valuable Player of Super Bowl LX after leading the Seahawks' offence with a standout performance on the ground that helped the Seattle franchise claim its second Super Bowl.

But for many viewers, the championship isn't just about brutal football on the gridiron. The halftime show, the spectacle and the commercials draw just as much attention. And while Bad Bunny stole the show, we were more concerned with the car ads that popped up during the Super Bowl LX broadcast.

A 30-second slot at the Super Bowl still commands premium rates, and while many carmakers stayed those that did pop up were more selective with fewer blockbuster launches, more targeted storytelling. Still, there was plenty of sheetmetal on screen. Here's a car spotter's guide to the "car" ads that aired during Super Bowl LX.

Toyota: Superhero Belt

Toyota kept things simple with a 30-second Toyota RAV4 spot built around family nostalgia. The ad opens with a grandfather buckling his grandson into the back seat of a first-generation RAV4, calling the seatbelt his "superhero belt." Years later, the now-grown child returns the favour. This ad was just a straight emotional hook. It's understated, and it works.

Cadillac F1: Livery Reveal

Cadillac used the Super Bowl window to push its motorsport ambitions rather than a road car. The commercial revealed the brand's new Formula 1 livery as it becomes the 11th team on the grid this year. The race car was displayed inside a glass installation in Times Square before the wrap was unveiled. As far as livery reveals go, this is as big as it gets.

Nissan: Dip Seat

Nissan also leaned into the family-and-friends theme with the Nissan Rogue crossover. The idea: a purpose-built child seat designed specifically to transport game-day dip safely. Chef Matty Matheson delivers the chaos while the Rogue with Youtuber Emila Heartford plays the perfect foil. The ad is light, food-centric humour is tied directly to Super Bowl traditions in the US. The "Dip Seat" may not be real, but it keeps the Rogue crossover front and centre.

Volkswagen: Drivers Wanted

Volkswagen went the longest with a 90-second spot at Super Bowl LX. The ad cycles through much of the current lineup while pushing a lifestyle message about getting out and driving. House of Pain's Jump Around sets the tone, and there's deliberate 1990s nostalgia baked into the visuals. It's less about the specs and more about the vibe. The VW ad targets buyers who grew up with classic VWs and are now shopping for crossovers.

Fanatics: Ferrari 250 GT

This wasn't a Ferrari ad, and endorses something that we really don't get behind, but it still delivered one of the best car cameos of Super Bowl LX. During the Fanatics Sportsbook commercial with Kendall Jenner (when are we going to be free of these reality moguls), a 1960s Ferrari 250 GT in dark blue appears only for a few seconds. For us, it stole the show at the Super Bowl, but classic Ferraris tend to do that.

Xfinity: Jurassic Park Ford Explorer Cameo

The Ford Explorer showed up in a Jurassic Park-themed Xfinity commercial. The gag suggests that better internet could have saved the park, while the movie's signature Explorers roam the screen, acting more as props rather than the focus of the ad. However, few movie cars are as instantly recognisable as the Explorer in Jurassic Park.

Automotive advertising during Super Bowl LX wasn't as big as it has been in previous iterations of the NFL's biggest game of the year, but the vehicles that did appear relied more on storytelling and recognisable metal than headline-grabbing stunts that have dominated auto ads from previous Super Bowls.