• by Tanya Gazdik , April 17, 2024

Toyota Motor Corp. is gearing up for the Olympic and Paralympic Games Paris 2024 while planning separate campaigns to launch several new vehicles in the U.S. 

The automaker is launching global executions under the "Start Your Impossible" banner breaking today from Saatchi & Saatchi (Los Angeles and Dallas) and Dentsu (Tokyo).

Toyota also will support the launch of the 2025 Toyota Camry with a campaign breaking in June with the theme “It’s a Vibe” that proves that "the journey is not just fun with Camry, it's fun because of Camry," according to Mike Tripp, group vice president, Toyota division marketing. 

The launch of another product, the 2025 Toyota Crown Signia, will be supported by a media campaign that starts in September. “Admiration Runs in the Family” will highlight both the sedan and SUV. It will “lean into the modern design, exciting performance and bold nature of the Crown family, showcasing how both vehicles amplify a feeling of accomplishment and confidence in drivers,” Tripp says. 

This year’s Olympic campaign theme, “No Journey is Taken Alone,” goes beyond athletic achievements to spotlight the unsung heroes in the athletes’ lives—their coaches, teammates, parents, and supporters. It’s a tribute to the community’s role in shaping these sports icons and fueling their dreams, according to the automaker. 

The six spots, which break April 17, will feature more than 20 Olympic and Paralympic athletes. The first spot, “Send Off,” highlights the powerful impact of communities joining together to support their athletes as they head to the Games.

The effort includes broadcast commercials, digital video, digital content, paid social, out of home and programmatic advertising. The six broadcast commercials include 60-second, 30-second and 15-second versions as well as a mix of 6-second and 15-second social spots.

The campaign message celebrates that where you come from -- your community – matters. It's this respect for local communities and long-standing commitment to sports that shines in Toyota's support of more than 200 Olympic and Paralympic athletes around the world.

“Love Conquers All” shares U.S. Olympic BMX cyclist Alise Willoughby and her husband/coach Sam's inspiring story about the transformative impact of love and community support during challenging times, while “Think Fast” shows how French Olympic Handball player Nikola Karabati — with spontaneous coaching from his neighbors — can take whatever life throws at him.

Viewers can follow Canadian Paralympic Track and Field athlete Marissa Papaconstantinou  in “Keep Marissa Running” as she starts the journey from her Canadian hometown to the Paris 2024 Paralympic Games, with her community cheering her on every step of the way.

Through the 2024 campaign, Toyota aspires to ignite the spark of endless possibilities that reside within communities all over the globe, according to the automaker.