Toyota Reignites 'Start Your Impossible' Campaign: A Global Vision with Local Action, Emphasizing Belief that No Journey is Taken Alone
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TOYOTA CITY, Japan, April 17, 2024 ~ Toyota Motor Corporation has officially launched the next phase of their global marketing campaign, "Start Your Impossible," with a focus on the upcoming Olympic and Paralympic Games in Paris 2024. The campaign aims to ignite excitement for the games and highlight the power of local communities in supporting their athletes.

The "Start Your Impossible" campaign not only showcases the remarkable achievements of Olympic and Paralympic athletes, but also shines a light on the unsung heroes behind their success - coaches, teammates, parents, and fans. This emphasis on community is a key aspect of Toyota's belief that no journey is taken alone.

The campaign's message celebrates the importance of one's community and how it can impact an individual's journey. This sentiment aligns with Toyota's long-standing commitment to sports and their support of over 200 Olympic and Paralympic athletes around the world.

One of the commercials featured in the campaign is titled "Send Off," which highlights the powerful impact of communities coming together to support their athletes as they head to Paris 2024. Another commercial, "Together Wins," showcases how teamwork can lead to achieving the impossible. U.S. Olympic BMX cyclist Alise Willoughby and her husband/coach Sam share their inspiring story in "Love Conquers All," emphasizing the transformative power of love and community support during difficult times.

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French Olympic Handball player Nikola Karabatić is featured in "Think Fast," where he receives spontaneous coaching from his neighbors to overcome any challenges that come his way. Canadian Paralympic Track and Field athlete Marissa Papaconstantinou is followed in "Keep Marissa Running" as she embarks on her journey from her hometown to Paris 2024, with her community cheering her on every step of the way. The final commercial, "All For One," reminds viewers that with their community's support, anything is possible.

The fully integrated campaign includes more than 20 exceptional Olympic and Paralympic athletes and will be featured on various platforms such as broadcast commercials, digital video, social media, out of home advertising, and programmatic advertising. The commercials will range from 60 seconds to 15 seconds in length, with additional social media spots of 6 and 15 seconds.

The "Start Your Impossible" theme highlights Toyota's respect for diverse local cultures and the crucial role that communities play in an athlete's journey. To bring this campaign to life, it took a monumental global collaboration between long-standing agency partners Saatchi & Saatchi (Los Angeles and Dallas) and Dentsu (Tokyo). Through this campaign, Toyota hopes to inspire communities all over the world to embrace the endless possibilities within them.

To learn more about Toyota's "Start Your Impossible" campaign, visit their website at www.startyourimpossible.com.
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