‘It’s Anyone’s Game’ Spot Promotes Empowering Online Hub ‘Parasport Powered By Toyota’

Mid March saw auto giant Toyota roll out a UK campaign, called ‘It’s Anyone’s Game’, that leverages its partnership with Paralympics GB with the launch of ‘Parasport powered by Toyota’: an online hub to empower disabled people to become more active.

The digital platform (https://parasport.org.uk/) is promoted by a hero film that focuses the dramatic sports ad spotlight on an everyday cast of people with various challenges and impairments. It treats what usually happens in local leisure centres with the kind of sporting seriousness and athletic reverence typically reserved only for a handful of elite professional athletes.

Thus aiming to demonstrate that sporting activity genuinely is ‘anyone’s game’.

The creative is visually simple and uses big type and clear visuals to maximise accessibility and the video comes with an audio described version for those with visual impairments that is narrated by ‘The Last Leg’s’ Alex Brooker in his familiar and unique style.

*This video is audio described*

All abilities welcome. Find local activities at https://t.co/BqDDjN8KG8. #AnyonesGame #StartYourImpossible

AD: @alex_brooker pic.twitter.com/yG5HgawhEz

— ToyotaUK (@ToyotaUK) March 26, 2019

The campaign aims to reach more than a million viewers as it runs across linear TV platforms and also features across a range of online and video channels VOD (including Sky’s ‘AdSmart’ platform, ALL4 and YouTube) as well as social media and the creative pieces aim to drive people online to find out more about https://parasport.org.uk/.

The creative and the core online platform is all about prioritising accessibility and the initiative was developed along with The & Partnership.

Comment:

This powerful creative promotes a distinctly practical online platform and, like Toyota’s brilliant ‘See Like Menna’ campaign around the PyeongChang 2018 Paralympics and starring Paralympics GB skier Menna Fitzpatrick (see case study), it is to be admired for its spirit and its marketing skill.

Toyota UK’s backing for the GB Olympic and Paralympic teams dovetails with the spirit and the objectives of its global ‘Start Your Impossible’ brand platform which looks ahead to Tokyo 2020 (see case study).

A global campaign that aims to inspire people all around the world ‘to move’ in its role as the Worldwide Mobility Partner of the Olympic and Paralympic Games (see case study).

Links:

Toyota UK

https://www.toyota.co.uk/

https://www.facebook.com/toyotauk

https://www.youtube.com/user/ToyotaUKTV

https://twitter.com/toyotauk

Parasport UK

https://parasport.org.uk/

https://twitter.com/Parasportuk

https://www.facebook.com/parasportofficial/

https://www.instagram.com/parasportuk/

https://www.youtube.com/channel/UCVBJRBxQPeLKgCk-iSE0kWQ