Toyota on Tuesday kicked off its global IOC sponsorship with a new spot that "squeezes 100 people -- ages 1 to 100 -- into a 120-second video that positions the automaker as a mobility provider, creating more than just cars," according to E.J. Schultz of AD AGE. The "Mobility for All" ad spotlights 100 people, including 16 Olympic and Paralympic athletes, getting assistance from a Toyota "human support robot." It is part of a broader campaign, "Start Your Impossible," that launched on Wednesday in 21 countries. Toyota agencies Saatchi & Saatchi in the U.S. and Dentsu in Tokyo "teamed up on the effort." The automaker in '15 struck a deal with the IOC as its official "mobility" sponsor from the 2018 PyeongChang Games through the 2024 Paris Games. The debut ad was produced in five countries (Canada, Czech Republic, Japan, South Africa and Thailand) and took "about 736 hours to film and edit," according to Toyota. A 60-second version was created for TV. The campaign will include nine more ads that will include "a range of Toyota mobility products." The first ad includes products such as a concept car meant for autonomous driving, an electric-powered "personal mobility vehicle" called "I-ROAD," and a wearable robotic leg brace "designed to help disabled people walk" (
AD AGE, 10/31).
