Toyota Motor North America (TMNA) leveraged the NFL showpiece and Beijing 2022 through a 60-second Big Game commercial that shares an inspiring message of determination and spotlights the power of sport.
‘Brothers’, which was co-created by Saatchi & Saatchi and Dentsu, features two real-life brothers – Brian McKeever (Global Team Toyota Athlete and Canada’s most decorated Winter Paralympian) and Robin McKeever (Olympian, cross-country skiing / Paralympic guide and coach, Para Nordic Skiing).
The spot takes viewers on a journey through their lives: from their childhood in Canada and shared youthful passion for skiing, to dealing with the loss of Brian’s central vision aged 19 (due to Stargardt Macular Degeneration), continuing to train together which led to Robin competing at the Olympic Winter Games and both brothers teaming up to compete at the Paralympic Winter Games (with Robin serving as Brian’s guide).
The ad closes with a scene of the McKeever brothers crossing the finish line and winning Paralympic gold with the positive tagline: “After Brian lost his eyesight, the McKeever brothers went on to win 10 Paralympic medals. Together.”
The spot dropped digitally on 9 February and debuted on air during Super Bowl LVI on 13 February on NBC.
The campaign runs under the auto giant’s umbrella ‘Start Your Impossible’ marketing platform and urges people to learn more about Toyota’s commitment to mobility at www.StartYourImpossible.com and about its Team Toyota Olympic athletes at https://toyotatimes.jp/en/sports/beij….
“I hope my story inspires viewers to start their impossible – whatever that might be,” said Brian McKeever. “I’ve learned firsthand that anything is possible with perseverance, and the support of a brother, like Robin.”
“Robin and Brian’s story reminds us that with strength, determination, and the freedom to move, you can accomplish anything,” commented Toyota Marketing Group VP Lisa Materazzo. “Toyota’s support of the Olympic and Paralympic Movement gives us the honor of highlighting our amazing Team Toyota athletes that achieve the impossible every day.”
It was conceived by a team led by a joint team at Saatchi & Saatchi (Toyota’s agency of record) in partnership with Dentsu and was directed by Seb Edwards.
The agency group working on the project included Chief Creative Officers Jason Schragger and Yasu Sasaki, Executive Creative Director Fabio Costa, Group Creative Director Marc d’Avignon, Creative Directors Nick Cade and David DeRoma, ACD Art Director Yusong Zhang, ACD Copywriter Bobby O’Neill, Chief Production Officer Lalita Koehler, Executive Producer Rodrigo Vargas, Senior Producer Stephanie Dziczek, Senior Music Supervisor Kristen Hosack, Music Coordinator Tanisha Edwards, Managing Director Al Reid, Senior Client Partners Amy Turnbull and Fuminori Koike, Client Partners Kimberly Bingham, Dylan Roley and Keitaro Nagao, Client Operations Lead Ryan Ritchie, Client Partnership Manager Todd Kitzens, Chief Strategy Officer Mark Turner, Group Planning Directors Evan Ferrari and Keita Kimura, Executive Communications Director John Lisko, Senior Media Director Helen Burdett, Group Director Of Public Relations/Earned Media Jana Hartline, Director Of Public Relations Kimberly Harms, Director Of Earned Media Emi FitzGerald, Manager Of Public Relations Ava Batansky, Director Of Business Affairs Linda Daubson, Associate Director Of Business Affairs Maryam Ohebsion and Traffic Manager Reggie Holling.
The activation was developed for Toyota Motor Corporation’s marketing team including Group Vice President Of Marketing Lisa Materazzo, Group Manager Of Sponsorship Strategy, Integration & Auto Shows Dedra DeLilli, Global Olympic & Paralympic Marketing Senior Manager Russ Koble, Global Olympic & Paralympic Marketing Manager Kathi Jenkins, Senior Planner Of Olympic & Paralympic Marketing Danielle DelVecchio, Group Manager Of Olympics & Paralympics Group Hiroyuki Takebuchi and Assistant Manager Of Olympics & Paralympics Group Misa Obata.
The production company was Park Pictures, editing was handled by Cartel, telecine and colour grade by MPC, finishing and VFX by Framestore, the music was composed by Brandon Campbell with sound design from Nicolas Becker at audio studio Harbor.
Comment
An emotional and inspirational campaign leveraging two (three) early February blockbuster sporting events in the Super Bowl and the Winter Olympics/Paralympics and another North American Winter Olympic activation which avoids direct, overt references of host nation China and host city Beijing.
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