"When you're free to move, anything is possible."
That is the motto that accompanies Toyota Motor Corp.'s "Start Your Impossible" global advertising and marketing campaign as the automaker strives to reinvent itself as a mobility company.
The initiative, part of Toyota's eight-year Olympics and Paralympics sponsorship, launched seven ads following three spots that ran during the Super Bowl.
" 'Start Your Impossible' is rooted in the word 'kaizen,' the Japanese word for continuous improvement, [which is] central to Toyota's values," Chris Schultz, general manager of Olympic/Paralympic marketing with Toyota Motor North America, wrote in an emailed statement to Automotive News. "With this campaign, Toyota hopes consumers connect with the notion that when you are free to move, anything is possible."
The campaign features 50 Olympic and Paralympic athletes around the world and consists of 10 TV spots, social media initiatives and short-form documentaries. The campaign has been in the works for more than two and a half years, Schultz said. It will continue through the Olympics and Paralympics in Pyeongchang, South Korea, this year.