Toyota "rolled out its first-ever global marketing campaign" for the IOC and IPC "to mark the start of an eight-year partnership," according to Shawn Lim of THE DRUM. The campaign, titled "Start Your Impossible," will roll out in 27 countries throughout the Pyeongchang 2018 Olympic and Paralympic Winter Games. It "highlights 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." The two creative pillars of the campaign include "inspiration," which celebrates the human spirit and product, and "evidence," to showcase Toyota's "innovative ideas." The campaign's commercials include "Frozen," which 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 Games, "Thin Ice," which showcases American Olympic figure skater Ashley Wagner and "Lanes of Life," an "optimistic celebration of life's journey" for six Olympic snowboarders (THE DRUM, 2/12).
