The “Start Your Impossible” Toyota mobility campaign is aiming to increase awareness about inclusivity and sustainability. Working with the agencies Saatchi & Saatchi and Dentsu, Toyota is building on its 8-year partnership with the Olympics and Paralympic Games to deliver a broad range of messages.
According to Hybrid Cars, the ad campaign will emphasize inclusivity by drawing parallels between the automaker’s mobility vision and the various ways some people have overcome mobility challenges. In fact, many of the technologies that Toyota has been working on in past years may make it easier for people with disabilities to drive.
“At Toyota, we embrace the potential of new technology to help us create products and services that enable people to overcome barriers and to reach their potential,” said Susumu Matsuda, Marketing Division General Manager at the Toyota Motor Corporation. “The Olympic and Paralympic Games align with Toyota’s values and are platforms to showcase our global commitment to the concept of mobility for all.”
Toyota wants to change its image from an automotive company to a mobility company. While that might just sound like a simple rhetorical move, the brand is emphasizing the ways AI technologies can now help the elderly and/or disabled. The new ad campaign focuses on various “mobility stories” as told by Paralympic athletes. “Start Your Impossible” is just one of many exciting campaigns that highlights the work Toyota is doing.