Toyota is using 90 seconds of airtime during the Super Bowl to promote its global partnerships with the Olympics and Paralympics.
The two spots are part of Toyota’s global ‘Start Your Impossible’ campaign, which launched late last year. The first spot, which is 60 seconds long, tells the story of how alpine skier Lauren Woolstencroft Beat the odds to become a Paralympic gold medalist.
The second shows people old and young being active and participating in sport; for instance, one shot shows a pair of elderly woman playing pool, while another captures a blindfolded young boy hitting a pinata.
"This is an unprecedented opportunity for our team at Toyota to share messages of unity, friendship, diversity and perseverance,” said Ed Laukes, group vice president of marketing at Toyota Motor North America, in a statement. “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.”
Aside from pushing its Olympic tie-ups, both of Toyota’s spots aim to position the automaker as a “mobility” company that does more than sell cars. The automaker has been investing in areas like robotics and autonomous vehicles as of late in an effort to modernize itself. Last year, the company unveiled a humanoid robot that can it says can “safely assist humans” in settings like the home, hospital, construction sites, disaster-stricken areas and even outer space. At CES this year, Toyota unveiled a self-driving concept vehicle called the “e-Palette” in partnership with Pizza Hut.
In addition to its two Olympic-themed ads, Toyota plans to air a third Super Bowl ad that will be released on Feb. 3. According to the company, the ad will be part of Toyota’s longtime ‘Let’s Go Places’ campaign in the US and will empower viewers to “see what they’re capable of when unity is embraced.”