Late in 2017, Toyota has presented its first-ever global marketing campaign, “Start Your Impossible” to celebrate the brand’s global sponsorship of The Olympic and Paralympic Games for eight years.
The campaign also highlights Toyota’s involvement in the creation of a sustainable society in which people feel themselves confident to achieve the things that they think impossible with the new technologies.
In the company’s official website, it’s shared that “Start Your Impossible” campaign includes 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.
Akio Toyoda, President, Toyota Motor Corporation, said:
Throughout our history, Toyota has made the impossible possible through innovation and passion, and today we remain committed to doing our part to create an ever-better society. For this to happen, we have to dream beyond conventional vehicles and create new forms of mobility that overcome limits and solve the problems of tomorrow.
We share this dream and this spirit of continuous improvement with Olympic and Paralympic athletes, who challenge their own limits every day. I hope that everyone affiliated with Toyota will feel inspired by the Games, to challenge their impossible and defy their limitations
Ed Laukes, Group Vice President, Toyota Division Marketing, Toyota Motor North America, said:
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.
You can now watch the 60-second videos and their explanations shared by the company:
“Frozen”: Showcasing iconic moments in Olympic and Paralympic history, “Frozen” aims to further spark the conversation on global warming and the imminent impact that it may have on the beauty, hope and heroes of the Olympic and Paralympic Winter Games.
“Thin Ice”: The human spirit is powerful and irrepressible. Where obstacles appear, exceptional people are ready to face the hurdles. American Olympic figure skater and medalist, Ashley Wagner returns to the ice with the idea that every day is a chance to dance, to move and to float across the ice.
“Lanes of Life”: an optimistic celebration of life’s journey for six Olympic snowboarders: Eva Samková (Czech Republic), Lindsey Jacobellis, (USA), Belle Brockhoff (Australia), Chloé Trespeuch (France), Carle Brenneman (Canada), and Isabel Clark Ribeiro (Brazil).
“Magic”: Toyota’s Human Support Robot helps a bedridden young boy.
“Runner”: A man outruns pain, fear and doubt to take the most difficult step of his life.
Reflecting the company’s aim of providing freedom of mobility for all, “Start Your Impossible” campaign has rolled out in 27 countries, starting with the Olympic and Paralympic Winter Games PyeongChang 2018.