Toyota debuts its first commercial this week from its “Start Your Impossible” campaign created for the Olympic and Paralympic Games.
The spot, “Mobility For All” will air in the U.S. this Thursday, November 16 on NBCSN during the Winter Olympic Trials. The campaign is a reflection of the company’s transition to a mobility company. As the anthem to inspire and enable the pursuit of all things impossible through movement, “Mobility For All” highlights mobility stories of Olympic and Paralympic athletes and other individuals (ages 1 to 100) in every stage of life.
The 60-second spot also introduces transportation solutions, next generation mobility, and advanced technologies researched and developed by Toyota.
The production of the campaign’s centrepiece film started at the top of Whistler Mountain in British Columbia in May, and took crew to 4 Continents, 5 Countries (Canada, Czech, South Africa, Thailand, Japan) and over 14-shoot days to capture 100 people aged 1-100. Yes, you read it correctly: 100 different people with incredible and unique stories. Olympians, Paralympians and wonderful humans who overcame barriers and achieved the impossible.
The “Start Your Impossible” campaign is a reflection of the company’s transition to a mobility company and celebrates its eight-year sponsorship of The Olympic and Paralympic Games and being the first company in the history of the Olympic Partner (TOP) Programme to sponsor the mobility category. While the ad is the first spot to debut globally, Toyota will roll out nine additional commercials globally through The Olympic and Paralympic Winter Games in 2018.
In conjunction with commercial, Toyota has also launched a website – MobilityForAll.com
(to be rolled out in phases) which is accessible for users with various impairments and allows all users to experience the site’s content.
“Mobility For All” airs on the heels of the Toyota’s first Mobility Summit where the company presented its mission for mobility for all. Participants in the Summit included some of the Olympic and Paralympic athletes featured in “Mobility for All” including: Tatyana McFadden, the world’s leading wheelchair racer who has won 17 Paralympic medals across five Games for the USA; Brad Snyder, American Paralympic swimmer, former captain of the U.S. Naval Academy swim team and three-time gold medalist at the Paralympic Games Rio 2016; and Rami Anis, a swimmer from Syria, part of the Refugee Olympic Team at the Olympic Games Rio 2016.