• by Tanya Gazdik , February 8, 2022

Toyota Motor North America broke a heartfelt spot about two Paralympian brothers during the Olympics Tuesday night. The effort will air again on Sunday during the Super Bowl.

Creative shares an inspiring message of determination and spotlights the power of sport. “Brothers” features two real-life brothers: Brian McKeever (Global Team Toyota Athlete and Canada’s most decorated Winter Paralympian) and Robin McKeever (Olympian, cross-country skiing / Paralympic guide and coach, Para Nordic Skiing).

The 60-second spot from Saatchi & Saatchi takes viewers on a journey of the brothers’ lives, from their childhood in Canada, where they develop a passion for cross-country skiing, to navigating the loss of Brian’s central vision at age 19 due to Stargardt macular degeneration. 

Despite Brian’s untreatable degenerative eye condition, the brothers continue to train together, which eventually leads Robin to compete at the Olympic Winter Games, and both brothers to compete at the Paralympic Winter Games with Robin serving as Brian’s guide. The brothers have won 10 Paralympic medals.

The spot ends with Toyota’s tagline of four years, “Start Your Impossible.” The tagline aims to share Toyota's evolution by highlighting real-life mobility stories of Olympic and Paralympic athletes, as well as everyday athletes who demonstrate the values of humility, hard work and persistence.

“Robin and Brian’s story reminds us that with strength, determination and the freedom to move, you can accomplish anything,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America, in a release.

Unlike the frequently over-the-top Super Bowl creative, Toyota has a history of taking a more serious tack with its spots. Its 2021 effort featured U.S. Paralympian Jessica Long. “Upstream,” also from Saatchi, features Long’s journey, which began when she was adopted by an American couple from a Russian orphanage.

The spot will air in the first position (A) in the first commercial break of the Super Bowl.