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Global Campaign that Reflects the Olympic and Paralympic
Spirit of Encouragement, Challenge and Progress
Commercials to Air During Olympic and Paralympic Winter Games PyeongChang 2018
(TOYOTA CITY, JAPAN, Feb. 9, 2018) – Created in honor of Toyota’s shift to a mobility company and its eight-year worldwide partnership with The International Olympic and Paralympic Committees, “Start Your Impossible,” Toyota’s first-ever global marketing campaign, will roll out in 27 countries at the start of and through the Olympic and Paralympic Winter Games PyeongChang 2018.
“Start Your Impossible” shares Toyota’s evolution by highlighting 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 campaign marks Toyota’s long-term commitment to support the creation of a more inclusive and sustainable society in which everyone can challenge their impossible through stories of determination as well as through #Toyota technologies. The two creative pillars of the multi-platform global campaign include, “inspiration,” which celebrates the human spirit and product “evidence,” showcasing Toyota’s ideas for innovations that can help people move freely.
“Start Your Impossible” commercials include:
Toyota will also run previously released spots including the :60 “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 :60-second “Mobility Anthem” featuring mobility stories of individuals, ages 1 to 100, celebrating Toyota’s efforts to make movement better for everyone.“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.
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