Toyota has rolled out its first-ever global marketing campaign for The International Olympic and Paralympic Committees, to mark the start of an eight-year partnership.
The campaign, titled ‘Start Your Impossible’, will roll out in 27 countries at the start of and through the Olympic and Paralympic Winter Games PyeongChang 2018. It highlights real-life mobility stories of Olympic and Paralympic athletes as well as everyday athletes who demonstrate the values of humility, hard work and never giving up.
The two creative pillars of the campaign includes 'inspiration', which celebrates the human spirit and product, and 'evidence', to showcase Toyota’s innovative ideas.
The campaign’s commercials include ‘Frozen’, which aims to further spark the conversation on global warming and the imminent impact that it may have on the beauty, hope and heroes of the games, ‘Thin Ice’, which showcases American Olympic figure skater and medalist Ashley Wagner’s return to the ice with the idea that every day is a chance to dance, to move and to float across the ice and ‘Lanes of Life’, an optimistic celebration of life's journey for six Olympic snowboarders: Eva Samková (Czech Republic), Lindsey Jacobellis, (USA), Belle Brockhoff (Australia), Chloé Trespeuch (France), Carle Brenneman (Canada), and Isabel Clark Ribeiro (Brazil).
"Toyota believes that 'mobility' goes well beyond cars and that movement is a human right. This campaign, and our worldwide partnership with The International Olympic and Paralympic Committees, are a reflection of our commitment to providing freedom of movement for all,” said Ed Laukes, group vice president of Toyota Division Marketing at Toyota Motor North America.
'Start Your Impossible' tells the stories of exceptional human strength and triumph."
Toyota will also run previously released spots including ‘Good Odds’, highlighting the real-life story of Canadian Para alpine skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist and the ‘Mobility Anthem’, featuring mobility stories of individuals, ages one to 100.