Toyota leverages its multiple partnerships with Team USA, the IPC and the IOC in its Super Bowl LV commercial which tells the story of US Paralympic swimmer Jessica Long.
13-time gold medal winner Long’s life story is one of an unsinkable spirit: the storytelling spot charts her journey from a Russian orphanage to her adoption by an American couple and from her double amputation to sporting glory.
The automaker also ran an additional 5-second message in the game to encourage people to think about the impact they have on those around them and follow Centers for Disease Control and Prevention (CDC) COVID-19 guidelines.
The aim of the messaging and the ad, created by agency Saatchi & Saatchi , was to use the Big Game and its Olympic rights to show that there is hope and strength in all of us and to shine a light on athletes like Jessica who work tirelessly every day to pursue their passion and inspire people around the world to reach their full potential.
Links:
Toyota USA
https://www.toyota.com/
Team USA
https://www.teamusa.org/
Saatchi & Saatchi
https://saatchi.com/
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