Bubba Wallace, the NASCAR Cup Series driver for 23XI Racing, will be featured in a Toyota Super Bowl LX commercial airing this Sunday, , during the live broadcast on NBC. The 30-second advertisement, titled “Where Dreams Began,” highlights the journeys of Wallace, NFL wide receiver Puka Nacua, and U.S. Paralympian Oksana Masters.
The commercial is part of Toyota’s larger Super Bowl 60 campaign, which will include two advertisements showcasing the all-new 2026 RAV4 and Tundra. Super Bowl commercials typically cost between $8 million and $10 million for a 30-second spot, reflecting the extensive audience the game attracts.
A clip of Wallace’s appearance in the ad has been shared widely, including by NASCAR reporter Adam Stern on X (formerly Twitter). The clip features Wallace alongside his younger self, with the younger version stating, “This represents where the dream began.” The advertisement aims to illustrate the origins of greatness for each athlete, showing them training alongside their childhood selves, who serve as motivators and reminders of their initial aspirations.
The “Where Dreams Began” spot was created by Unverified, produced by Sweatpants Media, and directed by Alberto Blanco. It concludes with Nacua walking hand-in-hand with his younger self toward a Toyota Tundra.
Super Bowl LX will pit the New England Patriots against the Seattle Seahawks. The halftime show will feature a performance by Puerto Rican singer Bad Bunny, who will perform in Spanish.
Wallace won’t be the only NASCAR figure appearing in commercials during the Super Bowl broadcast. Jesse Love, the 2025 NASCAR Xfinity Series champion, will be featured in an advertisement for his sponsor, Samsara.
23XI Racing Secures Sponsorships for Daytona 500
Ahead of the NASCAR Cup Series season opener, the Daytona 500, 23XI Racing announced significant sponsorship deals for its drivers. The team recently settled an antitrust lawsuit against NASCAR, ensuring its continued participation with its existing charters.
Bubba Wallace will drive the #23 Toyota Camry XSE, backed by Xfinity, in the Daytona 500. Corey Heim will attempt to qualify for the 200-lap race in a Robinhood-sponsored Toyota. Tyler Reddick will pilot the Chumba Casino Camry, and Riley Herbst will compete in the #35 Monster Energy Toyota.
The team’s partnership extension with Robinhood was confirmed in a press release, with Steve Quirk, Chief Brokerage Officer at Robinhood Markets, stating, “Building on the momentum of last year, this renewed partnership reflects the strong foundation we’ve created together. We’re proud to support Bubba Wallace, Corey Heim, and the entire 23XI team as they compete this season and bring the Robinhood brand to life on track.”
Wallace has previously competed in the Daytona 500, achieving a runner-up finish in while driving for Richard Petty Motorsports and again in with 23XI Racing. However, his attempt resulted in a P29 finish.
The inclusion of Wallace in Toyota’s Super Bowl commercial underscores his growing prominence as one of the most recognizable faces in NASCAR. His presence in the ad alongside established stars like Nacua and Masters highlights the sport’s increasing reach and appeal to a broader audience. The “Where Dreams Began” campaign offers a compelling narrative that resonates beyond the realm of sports, focusing on the universal theme of pursuing one’s aspirations from a young age.
