Lauren Woolstencroft Overcomes the Impossible in “Good Odds” in Toyota Primetime Super Bowl LII TV Spot
Toyota is returning to the 2018 Super Bowl like never before using sports to unite and inspire during three ads in the most-watched television event of the year.
For the first time in the company‘s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and fourth quarter.
Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential.
The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.
The 60 second spot featured above celebrates Toyota’s evolution to a mobility company and its eight year global sponsorship of The Olympic and Paralympic Games by highlighting the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist.
“This is an unprecedented opportunity for our team at Toyota to share messages of unity, friendship, diversity and perseverance. With the Super Bowl and the Olympics just days apart on NBC, we’re excited to join fans’ enthusiasm for these two world-class events and connect with them by sharing meaningful and inspiring TV spots,” said Ed Laukes, Group Vice President, Toyota Marketing, Toyota Motor North America.
“If I could describe my journey in the Paralympic Games in one word, I would say determination. It’s been a wonderful experience partnering with Toyota on this global platform to tell my story of overcoming odds. I hope that my story encourages and inspires others around the world to pursue their passions, and reach for their own personal best,” said Woolstencroft, the 8-time gold medalist Para-alpine skier featured in “Good Odds.”
The “Start Your Impossible” TV commercials were developed by Toyota’s agencies of record, Saatchi & Saatchi and Dentsu, with “Good Odds” directed by esteemed director Aoife McArdle and “Mobility Anthem” directed by acclaimed director John Hillcoat.
The “Lets Go Places” TV spot “One Team” was created by Saatchi & Saatchi and directed by veteran filmmaker Ivan Zacharias.
“We think there is no better platform to share the beautiful story of determination and passion in ‘Good Odds’ to a message of unity and camaraderie in ‘One Team,’ and true inspiration in ‘Mobility Anthem,’ as we invite viewers to experience this journey with us,” said Jason Schragger, Chief Creative Officer, Saatchi & Saatchi.
