Toyota portrays the journey of Canadian Paralympic skier Lauren Wollstencroft from infrant to gold medalist in its "Good Odds" Super Bowl spot. This was one of three ads Toyota ran in Super Bowl LII.
The 60-second commercial, which ran in the first commercial pod after kickoff, depicts Woolstencroft's odds of winning a medal declining from astronomical to doable as she perseveres through training, from childhood into adulthood.
The ad continued Toyota's "Start Your Impossible" Olympics campaign that began in October and plugs the company as a "mobility" solutions provider whose goods and services extend beyond cars to include technologies like wearable robotic leg braces. Toyota's traditional car lineup is notably absent from the ad, which ends by declaring that "when we are free to move, anything is possible."
The campaign is a dual effort by Saatchi & Saatchi in the U.S. and Dentsu in Tokyo.
BRAND: Toyota
YEAR: 2018
AGENCY: Saatchi & Saatchi and Dentsu
SUPERBOWL: LII
QUARTER AIRED: Q1
