Toyota has launched a new global campaign titled ‘Mobility for All’ via Saatchi & Saatchi LA.
The campaign, which is creatively led by Aussie expat chief creative officer Jason Schragger and Dentsu Tokyo, features a spot directed by John Hillcoat, spotlights 100 people in every stage of life, from a toddler to a Paralympic fencer to an elderly woman getting assistance from a Toyota “human support robot”.
It is part of a broader campaign called “Start Your Impossible” that launched in 21 countries, marking the start of Toyota’s new global sponsorship of the Olympics ad Paralympic Games.
Toyota agencies Saatchi & Saatchi and Dentsu Tokyo teamed up to create what Toyota says is its first global campaign. It will eventually run in 40 countries.
The debut ad features 16 Olympic and Paralympic athletes. It was produced in five countries (Canada, Czech Republic, Japan, South Africa and Thailand) and took about 736 hours to film and edit. The campaign will include nine more ads that will include a range of Toyota mobility products. This first ad includes products such as a concept car meant for autonomous driving, and electric-powered “personal mobility vehicle” called “I-ROAD”, and a wearable robotic leg brace designed to help disabled people walk.
Director John Hillcoat is represented by Velvet in Australia.
Agency: Saatchi USA / Dentsu Tokyo
Creatives: Jason Schragger, Fabio Costa, Mark Carolan, Shiran Teitelbaum, Alice Blastorah, Keiichi Kiguchi, Toshihiko Tanabe, Kana Nakako
Director: John Hillcoat
Producer: Malachy McAnenny
DP: Phillippe Le Sourd
Production Designer: Chris Kennedy
Editor: Kirk Baxter
Production House: Serial Pictures