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Toyota: Upstream by Saatchi & Saatchi

Client: Toyota
Date: Feb 2021
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Toyota Motor North America returns to advertise in the Big Game with a 60-second ad that shares an uplifting message of hope and strength, as well as a five-second billboard that 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.

Fueled by the power of a family’s love, Toyota’s 60-second Big Game ad 'Upstream' features Team Toyota athlete Jessica Long’s incredible journey, which began when she was adopted by an American couple from a Russian orphanage. The spot takes viewers on a trip down memory lane of Long’s childhood, which, in turn, would help lead her to become the second most decorated Paralympian in US history.

'Upstream' ends with the uplifting line, “We believe there is hope and strength in all of us” referencing Long's extraordinary journey, and Toyota’s belief in Respect for People, that aims to inspire others. Additionally, 'Upstream' represents the values Toyota shares with the Olympic and Paralympic Movements, and the athletes who inspire people around the world to reach their full potential.