Toyota has unleashed the power of local communities for its next chapter of ‘Start Your Impossible’ global marketing campaign for the Olympic and Paralympic Games Paris 2024. The campaign celebrates some remarkable Olympic and Paralympic athletes. It reveals the heroes behind their success – coaches, teammates, parents, fans, and the community that supports their journey.
Toyota where the athletes come from – your community – matters. The carmaker believes it’s the respect for local communities and long-standing commitment to sports that shine in Toyota’s support for more than 200 Olympic and Paralympic athletes around the world. The campaign highlights Toyota’s respect for diverse local cultures and the pivotal role communities play in the athletes’ journeys.
The campaign was developed in a global strategic and creative collaboration between long-standing agency partners Saatchi & Saatchi (Los Angeles and Dallas) and Dentsu (Tokyo). The Japanese automobile company aspires to ignite the spark of endless possibilities that reside within communities all over the globe.
The commercial ‘Start Your Impossible’ includes:
- Send Off – which highlights the powerful impact of communities joining together to support their athletes as they head to the Olympic and Paralympic Games Paris 2024
- Together Wins – showcases how together we can achieve the impossible
It will run across various platforms, including broadcast commercials, digital video, digital content, paid social, out of home (OOH), and programmatic advertising. ‘Start Your Impossible’ features more than 20 exceptional Olympic and Paralympic athletes, including double Paralympic champion and Toyota GB ambassador Jonnie Peacock.
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