Toyota, along with creative partners, Saatchi & Saatchi (Los Angeles and Dallas), and Dentsu (Tokyo), have launched the next chapter of the “Start Your Impossible” global marketing campaign, setting ablaze excitement for the upcoming Olympic and Paralympic Games Paris 2024.
The global campaign is set to showcase the power of local communities rallying behind their athletes and underscores Toyota’s unwavering belief that no journey is undertaken alone.
The “Start Your Impossible” campaign not only puts the spotlight on remarkable Olympic and Paralympic athletes but also illuminates the unsung heroes behind their triumphs — the coaches, teammates, parents, and fans — the community that propels their odyssey.
The campaign’s message reverberates the celebration of one’s roots – the community – as a pivotal factor. It’s this reverence for local communities and an enduring dedication to sports that resonates in Toyota’s backing of over 200 Olympic and Paralympic athletes across the globe.
“Start Your Impossible” commercials include:
‘Send Off’: Highlights the profound impact of communities uniting to bolster their athletes as they embark on their journey to the Olympic and Paralympic Games Paris 2024.
Together Wins’: Showcases the collective strength behind achieving the impossible.
‘Love Conquers All’: Shares the inspiring tale of U.S. Olympic BMX cyclist Alise Willoughby and her husband/coach Sam, illustrating the transformative influence of love and community support amidst adversity.
‘Think Fast’: Demonstrates how French Olympic Handball player Nikola Karabatić, with impromptu coaching from his neighbors, tackles life’s challenges head-on.
‘Keep Marissa Running’: Follows Canadian Paralympic Track and Field athlete Marissa Papaconstantinou from her Canadian hometown to the Paris 2024 Paralympic Games, with her community cheering her every step of the way.
‘All For One’: Reminds us that with the support of our community, we become unstoppable.
REELated:
The fully integrated campaign features over 20 exceptional Olympic and Paralympic athletes and spans various platforms, including broadcast commercials, digital video, digital content, paid social, out-of-home (OOH), and programmatic advertising. The six broadcast commercials listed above will range from :60, :30, and :15 seconds. Additionally, the campaign incorporates a mix of :06 and :15 social spots.
The ‘Start Your Impossible’ theme underscores Toyota’s reverence for diverse local cultures and the pivotal role communities play in the athletes’ voyage. To pay homage to the unsung individuals behind the scenes, it required a monumental global strategic and creative collaboration. Through the 2024 campaign, Toyota aims to kindle the flame of boundless possibilities inherent within communities worldwide.
Follow us on Facebook, X and Instagram
