The South African interpretation of Toyota’s global campaign to mark its support for the Olympics and Paralympics taking place in Tokyo in 2020 is a celebration of the indomitable human spirit.
The TVC tells the back-story of Toyota ambassador and Paralympic medalist Ntando Mahlangu’s desire to move, and passion to compete.
Toyota SA’s brief to FCB required them to create a uniquely South African piece of content for local and global platforms within the wide-reaching ‘Start Your Impossible’ campaign.
A second objective was to raise awareness for the South African Sports Association for the Physically Disabled (SASAPD), which Toyota SA sponsors and for which Mahlangu is the Toyota ambassador.
“Our idea was to simply open the window on this unrelenting human spirit that fuels each waking moment of Ntando’s incredible journey,” said van den Heever.
“At the outset, we deliberately chose not to talk about his disability. We wanted to show Ntando’s heart. What drives him. This is the real-life mobility backstory of a 17-year-old who demonstrates the values of humility, hard work and never giving up. And we hope by showing this kind of indefatigable spirit we truly inspire action. The message is clear: When we are free to move, anything is possible.”
Toyota’s ‘Start Your Impossible’ campaign is the first-ever global campaign the brand has created.
“The film heroes a rising star who deserves recognition for his achievements, puts an authentic South African face to Toyota’s global Olympics sponsorship, and champions Toyota’s local sponsorship of SASAPD, the South African Sports Association for the Physically Disabled,” said Toyota SA’ Advertising Senior Manager, Tasneem Lorgat.
“At the same time, it embodies the spirit of the Olympic games, while shining an unflinching light on the inspirational nature of the Paralympics. This is a story about guts and heart that doesn’t beg for sympathy. It’s a celebration of will and humanity.”
Watch the ad here:
Production company: 03:07
Director: Kevin Fitzgerald
Producer: Martina Schieder
Executive Producer: Jo Barber
Editor: Xander Vander
Music: Clare Vandeleur & Paul Norwood (Audio Militia)
Audio: Myles McDonald (Hey Papa Legend)