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Brothers Believe in the Power of Possibility in Toyota's Big Game Spot

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Saatchi & Saatchi and Dentsu's spot starring Olympic and Paralympic stars Brian and Robin McKeever highlights Toyota’s belief in mobility for all

Brothers Believe in the Power of Possibility in Toyota's Big Game Spot

Toyota Motor North America (TMNA) returns to the Big Game with a 60-second ad that shares an inspiring message of determination and spotlights the power of sport. Toyota’s Big Game ad – 'Brothers' – features two real-life brothers: Brian McKeever (Global Team Toyota Athlete and Canada’s most decorated Winter Paralympian) and Robin McKeever (Olympian, cross-country skiing / Paralympic guide and coach, Para Nordic Skiing).

'Brothers' takes viewers on a journey of the brothers’ lives, from their childhood in Canada, where they develop a passion for cross-country skiing, to navigating the loss of Brian’s central vision at age 19 due to Stargardt Macular Degeneration. Despite living with the untreatable degenerative eye condition, Brian and his brother Robin continue to train together, which eventually leads Robin to compete at the Olympic Winter Games, and both brothers to compete at the Paralympic Winter Games with Robin serving as Brian’s guide.

“Robin and Brian’s story reminds us that with strength, determination, and the freedom to move, you can accomplish anything,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “Toyota’s support of the Olympic and Paralympic Movement gives us the honour of highlighting our amazing Team Toyota athletes that achieve the impossible every day.”

The 60-second spot begins with Robin teaching Brian how to ski at a young age. The brothers (portrayed by actors) are then shown admiring a cross-country skiing race on television, transitioning to adolescent Brian trying to keep up with Robin while bike riding down a neighbourhood hill. The camera then cuts to a close-up x-ray of Brian’s eye, depicting the moment he learned of his Stargardt diagnosis. The spot continues with Robin encouraging his brother forward, vocally guiding him, with snippets interwoven depicting the moments of their training sessions. The spot concludes with a scene of the actual McKeever brothers crossing the finish line and winning Paralympic gold with the uplifting message: “After Brian lost his eyesight, the McKeever brothers went on to win 10 Paralympic medals. Together.”

“I hope my story inspires viewers to start their impossible – whatever that might be,” said Brian McKeever. “I’ve learned firsthand that anything is possible with perseverance, and the support of a brother, like Robin.”

“Brothers” will air in the first position (A) in the first commercial break of the Big Game on February 13, 2022 on NBC. “Brothers” was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed by Seb Edwards

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Agencies: Saatchi & Saatchi, Dentsu

Chief Creative Officers: Jason Schragger, Yasu Sasaki

Executive Creative Directors: Fabio Costa

Group Creative Director: Marc d'Avignon

Creative Directors: Nick Cade, David DeRoma

ACD Art Director: Yusong Zhang

ACD Copywriter: Bobby O'Neill

Chief Production Officer: Lalita Koehler

Executive Producer: Rodrigo Vargas

Senior Producer: Stephanie Dziczek

Senior Music Supervisor: Kristen Hosack

Music Coordinator: Tanisha Edwards

Managing Director: Al Reid

Senior Client Partners: Amy Turnbull, Fuminori "Ray" Koike

Client Partners: Kimberly Bingham, Dylan Roley, Keitaro Nagao

Client Operations Lead: Ryan Ritchie

Client Partnership Manager: Todd Kitzens

Chief Strategy Officer: Mark Turner

Group Planning Directors: Evan Ferrari, Keita Kimura

Executive Communications Director: John Lisko

Senior Media Director: Helen Burdett

Group Director, Public Relations/Earned Media: Jana Hartline

Director, Public Relations: Kimberly Harms

Director, Earned Media: Emi FitzGerald

Manager, Public Relations: Ava Batansky

Director, Business Affairs: Linda Daubson

Associate Director, Business Affairs: Maryam Ohebsion

Traffic Manager: Reggie Holling


Group Vice President, Marketing: Lisa Materazzo

Group Manager, Sponsorship Strategy, Integration, & Auto Shows: Dedra DeLilli

Global Olympic & Paralympic Marketing Senior Manager: Russ Koble

Global Olympic & Paralympic Marketing Manager: Kathi Jenkins

Sr. Planner, Olympic & Paralympic Marketing: Danielle DelVecchio

Toyota Motor Corporation

Group Manager, Olympics & Paralympics Group: Hiroyuki Takebuchi

Assistant Manager, Olympics & Paralympics Group: Misa Obata



Executive Producers: Jackie Kelman Bisbee & Scott Howard

Senior Head of Production / Business Affairs: Anne Bobroff

Head of Production: Chelsea Schwiering

Line Producer: Laurie Boccaccio

Director: Seb Edwards

Director of Photography: Roman Vasyanov

Production Designer: Jo Carkner

Production Service Company


EP / Managing Director: Christian Allen

HOP / Partner: Keely Stothers



Executive Producer/Managing Director: Lauren Bleiweiss

Heads of Production: Meagen Carroll, Vietan Nguyen

Producer: Caylee Banz

Editor: Leo Scott

Assistant Editor: Zoe Kraft


Colorist: Mark Gethin

Senior Executive Producer, US Colour Meghan Lang

Producer: Caitlin Forrest


FINISHING / VFX: Framestore

Creative Director: Alex Thomas

Executive Producer: Brittney Walker

Producers: Heather Saunders, Katie Buckley, Scott Tinter

Coordinators: Christian Williams, Aaron Carlos

Flame Artists: Luca Pellegato, Carlos Addaranga Gomez

Compositors: Alex Osvaldsson, Paul Krist, Mark Casey, Craig Tozzi,

Steve Cho

CG Artists: Rich Shallcross, Victor Grant

Music and Sound

MUSIC Arrangement & Composition: Original Music by Brandon Campbell

SOUND DESIGN: Nicolas Becker


Senior Mixer: Steve Perski

Mixer: Brian Battersby

Genres: People, Storytelling

Categories: Automotive, Cars

dentsu, Wed, 09 Feb 2022 09:14:24 GMT