Toyota returns to Super Bowl with Highlander spot

The redesigned 2014 Highlander arrives at U.S. dealerships in January.

LOS ANGELES -- Toyota will be back in the Super Bowl in 2014, this time to help launch the brand’s redesigned Highlander mid-sized crossover.

The Highlander will star in a 60-second spot during the big game’s Feb. 2 broadcast that will incorporate another global brand as a partner, Toyota officials said, though the company declined to identify the other brand involved.

In an interview, Jack Hollis, vice president of Toyota marketing, declined to comment on the theme of the ad. He confirmed that Toyota would return to America’s most-watched advertising event, adding, “We are very excited about it and there are some surprises coming that are going to be really fun for the Super Bowl.”

As has been the case for several years now, the Super Bowl is shaping up to feature a heavy concentration of auto advertisers. In addition to Toyota, Hyundai, Kia, Audi, and Jaguar -- which will make its first-ever appearance as a Super Bowl advertiser -- have all confirmed they will advertise during the game, which is expected to draw more than 100 million viewers.

Advertising Age, an affiliate of Automotive News, has reported that Super Bowl broadcaster Fox is earning about $4 million for every 30-second commercial slot during the game.

The redesigned 2014 Highlander, which competes segment entries like the Ford Explorer and Honda Pilot, arrives at U.S. dealerships in January.

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