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Toyota breaks first global campaign

Toyota has begun a new international advertising campaign called "Start Your Impossible" to coincide with the 2018 Olympic and Paralympic Winter Games in PyeongChang. According to the company, this is Toyota's first global marketing campaign, running in 27 countries. The creative depicts real-life "mobility stories" from participating athletes, with a thematic focus on the human spirit and Toyota products that help people move freely. The campaign was developed by Saatchi & Saatchi and Dentsu.

The first execution contrasts moments from Olympic and Paralympic history with the issue of global warming. The second features US figure skater Ashley Wagner. The third depicts the lives of six snowboarders from the Czech Republic, US, Australia, France, Canada and Brazil. The fourth promotes Toyota's Guardian road safety system. The fifth shows a Toyota human support robot assisting a bedridden child. The fifth depicts the personal achievements of a runner. The sixth depicts a child dreaming of competing at the Olympics. The campaign also includes a previously-released commercial featuring Canadian Para alpine skier Lauren Woolstencroft, as well as an overall commercial on the theme of mobility.

"Toyota believes that mobility goes well beyond cars and that movement is a human right," said Ed Laukes, group vice-president of Toyota division marketing at Toyota Motor North America. "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. 'Start Your Impossible' tells stories of exceptional human strength and triumph."

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