Toyota has announced that it will air three commercials during the 2018 Super Bowl, but unlike its rivals, Toyota will not be focusing on a specific car in its spots. For the first time ever, Toyota will will have three commercials airing during the big game. All three videos will utilize the Olympic and Paralympic games themes of Unity, Courage and Inspiration.
Two spots will focus on Toyota’s first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will use Toyota’s longstanding “Let’s Go Places” campaign to empower viewers to see what they’re capable of when unity is embraced.
“This is an unprecedented opportunity for our team at Toyota to share messages of unity, friendship, diversity and perseverance,” says Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America. “With the Super Bowl and the Olympics just days apart on NBC, we’re excited to join fans’ enthusiasm for these two world-class events and connect with them by sharing meaningful and inspiring TV spots.”