Toyota: Toyota

Credits & Description:

Category: Automotive
Media: Film
Brand: Toyota
Agency: Saatchi & Saatchi
Agency: Dentsu
Geo: United States
Advertising Agencies: Saatchi & Saatchi, USA / Dentsu, Tokyo
Director: Aoife McArdle

Director: John Hillcoat
Director: Ivan Zacharias
Chief Creative Officer: Jason Schragger
Published: February 2018
TOYOTA USA Plano, USA Entrant Company
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Idea Creation
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Production
SOMESUCH X ANONYMOUS CONTENT Culver City, USA Production
FINAL CUT Los Angeles, USA Production
MPC LA Culver City, USA Production
LIME STUDIOS Santa Monica, USA Production
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA PR
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Media Placement
Jason Schragger Saatchi & Saatchi Chief Creative Officer
Keiichi Higuchi Dentsu Chief Creative Officer
Fabio Costa Saatchi & Saatchi Executive Creative Director
Mark Carolan Saatchi & Saatchi Creative Director
John Kritch Saatchi & Saatchi ACD Art Director
Nick Cade Saatchi & Saatchi ACD Copywriter
Adriel Nunes Saatchi & Saatchi Designer
Lalita Koehler Saatchi & Saatchi Executive Director, Integrated Production
Annie Uzdavinis Saatchi & Saatchi Director, Integrated Production
Rodrigo Vargas Saatchi & Saatchi Executive Producer, Content
Stephanie Dziczek Saatchi & Saatchi Senior Producer
Kristen Hosack Saatchi & Saatchi Music Supervisor
Al Reid Saatchi & Saatchi Managing Director
Taira Kimura Dentsu Managing Director
Erica Baker Saatchi & Saatchi Management Director
Amy Turnbull Saatchi & Saatchi Group Account Director
Fuminori Koike Dentsu Group Account Director
Mark Turner Saatchi & Saatchi Group Strategic Planning Director
Evan Ferrari Saatchi & Saatchi Group Strategic Planning Director
Keita Kimura Dentsu Group Strategic Planning Director
Hailey Marsh Saatchi & Saatchi Strategic Planning Director
John Lisko Saatchi & Saatchi Executive Communications Director
Hiroyuki Maruyama Dentsu Executive Communications Director
Teppei Manso Dentsu Executive Communications Director
Amy Petersen Saatchi & Saatchi Media Director
Toyohiro Bando Dentsu Media Director
Romina Bongiovanni Saatchi & Saatchi Group Director, Earned Media & Public Relations
Chitose Nagao Dentsu Group Director, Earned Media & Public Relations
Linda Daubson Saatchi & Saatchi Director, Business Affairs
Aoife McArdle SomeSuch Inc. Director
Short Synopsis:
The odds of winning a Paralympic gold medal are almost 1 billion to 1. This film follows the journey of Lauren Woolstencroft, who beat the odds to win eight Paralympic gold medals. At Toyota, we believe when we are free to move, anything is possible. So we’re on a mission to make movement better for everyone.
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.

Synopsis
As the first-ever Worldwide Mobility Partner of the International Olympic Committee and the International Paralympic Committee, Toyota’s mission was to elevate the Paralympic Movement so that it would be equal with the Olympic Movement. An important mission for the International Paralympic Committee is to continually inspire those with physical challenges to try sports as a part of their everyday lives. Without inspiring the next generations of athletes, the Paralympic Games would cease to exist.

That's why we choose to tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist.

Strategy
To tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist, we teamed up with Michael Schuckers, Professor of Statistics at St. Lawrence University. Schuckers’ assignment was to show just how tremendous those mathematical odds were. We had to look at where we were at a certain point in Lauren’s life and as we transition to the next part of her story, what are the things that are relevant. For instance, there are however many millions of kids who start out as ballerinas; how many of those kids are going to be active in sports? We had to carefully and correctly identify these odds.

Relevancy
We often talk about how Paralympians overcome the odds to achieve incredible things, but just how incredible are they? We used data to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life. We used data to make an inspiring story even more inspiring.

Outcome
'"Good Odds" was the most-enjoyed advertisement of the campaign, with average enjoyment of over 60 percent in the countries in which it ran. First aired during the Super Bowl in the U.S.; ranked number 1 in Ad Effectiveness in Ace Metrix and was number 5 in USA Today's Ad Meter Poll (number one automotive), the highest rankings in Toyota's recent history. Toyota association with Paralympic Games across core countries exceeded goals, average eight percent top-of-mind. Toyota now ranks within top three of worldwide sponsors associated with the Games on average and is number one in most core countries. Interest in the Paralympics also increased significantly (+12% points) and ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history.

Media Strategy
Data made our story even more inspring by showing how the odds can tumble, the more a person sets their sights on a goal. We wanted to show that it wasn't just about hard work at the gym, but being mentally strong as well.

Campaign Description
We worked with a statistician to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life to create an inspiring film based on facts.