Toyota's 'Mobility' Olympics Ad Includes People Ages 1-100

Toyota is kicking off its global Olympics sponsorship with a new ad that squeezes 100 peopleages 1 to 100into a 120-second video that positions the automaker as a mobility provider, creating more than just cars.

The term “mobility” has emerged as a buzzword in automotive marketing as brands look to remain relevant in the age of car- and bike-sharing and self-driving vehicles that are expected to hit roads in the coming years. Ford, for instance, used the theme for a 2017 Super Bowl ad that spotlighted its vehicles and services as a means to help people get unstuck from sticky transportation situations. Toyota uses an emotional and inspirational tone, befitting of Olympics advertising.

The ad, called “Mobility for All,” 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 will launch Wednesday in 21 countries, marking the start of Toyota’s new global sponsorship of the Olympics and Paralympic games.

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