TWO HIGHLY EMOTIVE WINTER OLYMPIC CAMPAIGNS
TOYOTA – “START YOUR IMPOSSIBLE” P&G – “THANK YOU MOM”
This past month, Toyota have rolled out their
first ever global campaign, celebrating their
partnership with the International Olympic
Committee. ‘Start Your Impossible’ beautifully
tells the story of real-life examples of mobility
challenges for Paralympic athletes, Olympic
Athletes and everyday athletes. The campaign
landed when the Winter Games kicked off in
South Korea on 9 th Feb. It would not be an IOC event (Winter, Para or
Olympic Games) without a latest episode of
P&G’s Thank You Mom campaign. You may
think that P&G are just covering old ground and
‘rolling’ it out again…you would be wrong.
There are 7 pieces of hero creative,
encapsulating 2 key themes: Inspiration and
Evidence. The former includes Toyota’s
SuperBowl ad slot, entitled ‘Good Odds’:
featuring 8 x Paralympic Gold Medallist Lauren
Woolstencroft, conveying her journey from birth
to the Impossible.
The ‘Evidence’ ads display the brand’s credibility
in technology and innovation with products that
are in development – such as ‘Magic’
Other versions of the work include ‘Frozen’
which gives Toyota the opportunity to talk
about their commitment to hybrid, electric and
hydrogen vehicles.
In addition to the hero creative, Toyota also
secured the official Olympic broadcast
sponsorship with NBC, where a series of 6
second idents were shown during the Winter
Olympics. The tie up between Toyota and The
IOC is based on their shared values of
inspiration, which is central to Toyota’s
business. This has been translated into these
perfect, emotional executions.
The beauty of ‘Thank you Mom’ is that each
iteration could live as a stand alone campaign
and therefore is not dependent on their elder
siblings. The latest version #LoveOverBias looks
to address some of the problems facing young
athletes of today.
The showpiece of the campaign is their 60
second TV ad - #LoveOverBias – As always the
hero of this piece is the role of Mums as the
greatest supporter and advocate any young
athlete could have.
The campaign was based on deep rooted,
disturbing insights amongst athletes that
showed;
• 55% of athletes had felt prejudice or
judgement from others growing up
• 53% said their Mum was the strongest
supporter in the face of bias
•
99% believed that their Mum believing in
them helped them become Olympic /
Paralympic Athletes
We highly recommend watching both of these
campaigns; they really are spine tingling!