Category: Automotive
Media: Film
Brand: Toyota
Agency: Saatchi & Saatchi
Geo: United States
Advertising Agency: Saatchi & Saatchi, USA
Director: John Hillcoat
Director: Ivan Zacharias
Chief Creative Officer: Jason Schragger
Published: February 2018
Synopsis:
We want to make movement better for everyone, whether you're 1 or 100 years old. As the Worldwide Mobility Partner of the Olympic and Paralympic Games, we believe that when we are free to move, anything is possible.
#StartYourImpossible
Toyota is returning to the 2018 Super Bowl like never before using sports to unite and inspire during three ads in the most-watched television event of the year. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and second half. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced. In the first ad break to appear post-kickoff, Toyota’s television spot “Good Odds,” from their “Start Your Impossible” campaign, will air. The :60-second spot celebrates Toyota’s evolution to a mobility company and its eight-year global sponsorship of The Olympic and Paralympic Games by highlighting the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist. Prior to the halftime show and following the Toyota Halftime Report and a throw from NBC Sports anchor Dan Patrick, Toyota’s :60-second ad, “One Team,” features an amusing, light-hearted narrative illustrating how people from diverse backgrounds unite to celebrate the spirit of what brings them together, their shared passion of sports. The spot will be unveiled on Saturday, February 3. Finally, in the second half, Toyota will air a moving message promoting mobility as a human right in “Mobility Anthem,” a riveting :30-second spot from the brand’s first-ever global campaign, “Start Your Impossible,” which features people from ages ranging 1 to 100 in all stages of life including world-renowned Olympic and Paralympic athletes. Toyota believes that mobility goes beyond cars and that freedom of movement is a human right. The film demonstrates the company’s shift to a mobility company by showcasing some examples of Toyota’s mobility technologies.