Toyota “Start Your Impossible” Campaign Reflects Olympic Spirit

Commercials from Toyota Global Campaign Airing During Olympic and Paralympic Winter Games PyeongChang 2018

Created in honour of Toyota‘s shift to a mobility company and its eight-year worldwide partnership with The International Olympic and Paralympic Committees, “Start Your Impossible,” the company’s first-ever global marketing campaign, rolled out in 27 countries at the start of the Olympic and Paralympic Winter Games PyeongChang 2018 and will run till the end.

“Start Your Impossible” shares the company’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 the company’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 its technologies.

The two creative pillars of the multi-platform global campaign include, “inspiration,” which celebrates the human spirit and product “evidence,” showcasing the company’s ideas for innovations that can help people move freely.

“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. ‘Start Your Impossible’ tells the stories of exceptional human strength and triumph,” said Ed Laukes, Group Vice President, Toyota Division Marketing, Toyota Motor North America.

The campaign is a global corporate initiative that aims to inspire the company’s employees, partners and customers, and connect them with its core beliefs,” said Noriaki Yamashita, General Manager of Sales & Marketing Support Division, Toyota Motor Corporation. It was created in partnership between Saatchi & Saatchi and Dentsu.