From Tragedy to Triumph: Toyota Captures the Heart of the Olympics with Powerful Storytelling

We suppose we have a reputation for bringing emotive ads into the spotlight when it comes to choosing our #FridayAd for the week.

Well - we hate to break to you, but this week won’t be any different because this ad gave us chills.

Toyota is the Worldwide Official Mobility Partner of the International Olympic Committee – IOC and the International Paralympic Committee , given we are smack bang in the middle of the 2024 Olympics - there’s no doubt they had to deliver.

And they did.

Through a series of inspirational ads, Toyota’s ‘Start Your Impossible’ campaign not only showcases athletes but puts their community into the spotlight as well. ‘Love Conquers All’ is a true story about Alise and Sam Willoughby, which was beautifully filmed to show sacrifice, tragedy and love.

Sam, a former BMX Olympian suffered a spinal cord injury in a freak accident in 2016. He continued to coach his now-wife to become a 2x Olympic Champion.?

Toyota has done a phenomenal job in showcasing real athletes in their entirety, not just in their sport but as a human being - because they are (human beings) and the public tend to forget that sometimes. The storytelling definitely had me going to find the other ads from Toyota’s ‘Start Your Impossible’ campaign so I’d say it was a success.?

If there’s one thing I’ve learnt from working in this industry is that:

Humans are not logical buyers, they are emotive buyers. So why would they want logical ads when they can have emotive ads?

Ads are a part of our lives, everywhere we go, no matter how we travel, they are with us, so at least let them be meaningful. In that perspective, Toyota has ticked all the boxes for me.?

-?????? A brand that stands for something ?

-?????? Real people ?

-?????? Real athletes ?

-?????? Real-life ?

-?????? A bigger picture ?

?I’m keeping an eye out for your Toyota (I’m also taking notes).

- Jade O'Donovan