Toyota's compelling new campaign shines a spotlight on Asian athletes

As we approach the much-anticipated Summer Olympics, it seems Ad Nut isn’t the only one gearing up for some action. After all, the woodlands are no stranger to the politics of sport—where survival of the fittest reigns supreme and every leap, sprint, and flutter means the difference between eating or being eaten. In this ecosystem, creatures from nimble squirrels to soaring sparrows hold dreams of athletic glory, and these are often met with obstacles and friendly rivalries, much like those faced by ambitious human athletes looking to make their indelible mark.

But as Ad Nut knows, it’s the spirit of trying and pushing boundaries that truly matters.

Toyota Motor Asia's new campaign mirrors these aspirations. Partnering with Dentsu Creative Singapore, the brand has unveiled the latest phase of their global corporate initiative: "Start your impossible." This campaign celebrates the journey of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia, with nine of these athletes set to compete in the upcoming Games in Paris.

The campaign, aptly themed "Our people are our strength," highlights the critical role of community in shaping these athletes into "dual heroes."

The initiative began with three master films introducing athletes from across the region, including Indonesia, Vietnam, Singapore, Thailand, Philippines, Malaysia, Pakistan, Nepal, and India. These films highlight the crucial role of community support—from parents, coaches, friends, and family—in fueling their growth. They also feature a diverse range of athletes, including swimmers, runners, javelin throwers, and Paralympians.

The campaign also includes OOH across digital and social platforms as well as 11 short 15-second films dedicated to these heroes.

Each film spotlights an athlete as a symbol of athletic prowess and social impact. Fans can support the athletes on the "Start Your Impossible" website. Interactive social activations are also planned to engage fans and connect them with the GTTA.

Photo: Courtesy of Dentsu Creative Singapore.
 

Photo: Courtesy of Dentsu Creative Singapore.

While inspiring athlete films are nothing new, what sets this campaign apart is its focus on showcasing Asian talent on global stages. At times like this, it’s not humor or trickery that’s needed, but rather good old heartfelt connection. The film concepts succeed in evoking a connection that the person in your local community could be the one pushing themselves to achieve their biggest dreams, and if you support them today, tomorrow they may support you too. The music in these films is particularly key to eliciting an emotional response, enhancing the powerful visuals and narratives.

Speaking of the campaign running across 17 markets in the region, Kenix Loh, deputy general manager of Toyota Motor Asia, said, “Toyota Asia launched the "Start your impossible" global corporate initiative in 2018. Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world. We wish our dual heroes all the best at the biggest global sporting platform. Team Toyota members will be cheering for them.”

For Ad Nut, whilst this campaign isn't revolutionary, it resonates deeply as it mirrors the dreams and struggles of all creatures, great and small, coming together to surpass their limits.

Ad Nut's athletic career may have been marked more by clumsy antics than winning medals, but the spirit of trying, pushing limits, and hoping for glory, is universal.

It's a beautifully crafted campaign, it hits the core spirit of connection, and Ad Nut can safely hand a gold to Dentsu Creative for capturing the essence—from the music and lighting to the choreography—immersing viewers in a larger, more inspiring narrative. 

Ad Nut, along with all the woodland athletes, will be cheering for the GTTA to watch the impossible indeed become possible.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.