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Toyota: Start Your Impossible - Ireen Wust
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Toyota has launched its worldwide ‘Start Your Impossible’ Olympics campaign in the Netherlands, with an emotional spot by Amsterdam advertising agency Etcetera. The spot features Para-athlete Chris Vos, a 19-year-old snowboarding champion. The 1.40 TV commercial tells the real-life success story of how he overcame adversity and physical limitations, in order to take his place on the slopes this year at the Paralympic Games in PyeongChang. The ‘Start Your Impossible’ brand line was introduced at the end of last year, continuing Toyota’s evolution as a mobility brand dedicated to innovation. This year, it takes form through a celebration of Toyota’s Olympic Sponsorship. Toyota is the first automotive brand to sponsor both the Olympic and Paralympic Games worldwide – and the first brand to offer equal sponsorship and attention to both games, not distinguishing between the two. This sponsorship, planned through to 2024, reflects the brand’s deep commitment to ‘Mobility For All’, meaning that all people must be able to move freely, without limitations. It also reflects Toyota’s wish to create a barrier-free society and reinforces the company's values of humility, hard work, overcoming challenges, and never giving up. This is the vision behind ‘Start Your Impossible’ which is perfectly brought to life by the new Olympic and Paralympic campaign stating a call to action: Never give up, Start Your Impossible. The TV commercial featuring Chris Vos is part of a series of emotional portraits of athletes by Toyota’s Dutch agency of record, Etcetera. The campaign portrays Toyota’s dedication to continuous improvement – which the brand shares with athletes, everywhere.
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