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MARTINSVILLE, VIRGINIA – OCTOBER 25: Bubba Wallace, driver of the #23 Xfinity Mobile Toyota, looks on during practice for the NASCAR Cup Series Xfinity 500at Martinsville Speedway on October 25, 2025 in Martinsville, Virginia. (Photo by David Jensen/Getty Images)
Super Bowl commercials often attract nearly as much attention as the game itself. During Super Bowl LX on February 8, NASCAR drivers Bubba Wallace and Jesse Love appeared in national advertising campaigns, placing stock car racing in front of one of television’s largest audiences.
Companies use the event to promote new products and technologies, and both Toyota and Samsara turned to NASCAR talent to deliver their messages. Wallace featured in a Toyota commercial focused on athletes’ early beginnings, while Love starred in a technology-driven ad centered on driver coaching and safety.
Reports from Joseph Srigley of Racing America confirmed the campaigns ahead of the broadcast. They highlighted the growing presence of motorsports figures in mainstream advertising.
Bubba Wallace appears in Toyota Super Bowl campaign
Bubba Wallace, driver of the No. 23 Toyota for 23XI Racing, was selected as one of the athletes featured in Toyota advertisements during Super Bowl LX, according to Toby Christie of Sports Illustrated’s Racing America.
Toyota scheduled two 30-second commercials for the broadcast to showcase the all-new 2026 RAV4 and Tundra while also highlighting Team Toyota athletes. Wallace appeared in the spot titled “Where Dreams Began” alongside NFL wide receiver Puka Nacua and U.S. Paralympian Oksana Masters.
The commercial travels back to each athlete’s childhood, long before they became professional stars. It builds toward a moment where the present-day athletes train beside younger versions of themselves, who act as mini-coaches to “push, motivate, and remind each of them where their journey began.”
The ad ends with Nacua walking toward a Toyota Tundra while holding hands with his younger self. Toyota also uploaded the commercial to its YouTube channel before the game for viewers who wanted an early look.
The 30-second advertisement was created by Unverified, produced by Sweatpants Media, and directed by Alberto Blanco. Christie reported that the campaign formed part of Toyota’s broader effort to connect with the enormous Super Bowl audience.
Jesse Love stars in the Samsara technology ad
Defending NASCAR O’Reilly Auto Parts Series champion Jesse Love starred in a Super Bowl advertisement for sponsor Samsara.
Samsara promoted its new Samsara Coach system, described as a personalized safety coach for professional drivers. Organizations in logistics and field services can select avatars that deliver tailored coaching based on real-world driving performance.
The advertisement carries the premise that “even champions need a coach,” linking the preparation required in racing to everyday driving situations shaped by constant improvement.
Super Bowl exposure puts NASCAR drivers before a national audience
Both Super Bowl commercials aired during the February 8 NBC and Peacock broadcast, giving Wallace and Love exposure beyond traditional racing viewers.
Super Bowl advertising remains a key platform for brands aiming to reach a broad television audience. Christie noted that companies “pull out all of the stops” to capture viewers during the game, reinforcing why major brands continue to invest in the event.
The inclusion of two NASCAR drivers in separate campaigns highlights how sponsors connect motorsports with broader sports audiences.
Dogli Wilberforce is a sports writer who covers NASCAR, Formula 1 and IndyCar Series for Heavy Sports. With bylines at Total Apex Sports and Last Word on Sports, Wilberforce has built a reputation for delivering timely, engaging coverage that blends sharp analysis with accessible storytelling. Wilberforce has covered everything from major football transfers to fight-night drama, bringing readers the insight and context behind the headlines. More about Dogli Wilberforce
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