Toyota launches 2020 Tokyo Olympics ‘Breaking Point’ campaign via Saatchi & Saatchi Australia
With the 2020 Tokyo Olympic Games approaching, Toyota Australia has launched ‘Breaking Point’, an integrated campaign via Saatchi & Saatchi Australia, celebrating its work with Paralympian Ryley Batt and showcasing the event’s “Mobility For All” philosophy.
The campaign focuses on the athletic abilities of Ryley Batt during a game of wheelchair rugby, whilst also demonstrating how Toyota’s Product Planning & Development (PP&D) team worked with Ryley to re-engineer elements of his wheelchair to ensure he can perform at his best.
Created by Saatchi & Saatchi Australia, the campaign is a true realisation of Toyota’s mobility for all philosophy.
Says John Pappas, chief marketing officer, Toyota Australia: “As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, our Product Planning & Development (PP&D) team has been working closely with Australian para-athletes over the past few years to help refine and improve their equipment.
“The journey has been an incredible partnership so far, and with Ryley, we were able to find a number of new ways to continuously improve his equipment and ultimately get to a place where instead of feeling restricted by the fit, his equipment feels like a more natural extension to his in-game performance.”
Says Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia: “It’s incredible to witness what these athletes go through in a game; how hard they play and push themselves, and the force they inflict on their equipment. Their wheelchairs take an absolute battering, which our director Adam Gunser has brought to life in a very real and powerful visual story. It proves just how unstoppable these athletes really are.”
Good Oil’s Adam Gunser directed the suite of long and short form films that will be aired on multiple screens.
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Brand Communications Coordinator: Michelle Gulia
Senior Brand Communications Coordinator: Suhailah Davies
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Copywriter: Mac Wright
Art Director: Anna Fullerton & Celeste Watson
Head of Design: Matt Alpass
Executive Producer: Lucy Trengove
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategy Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Snr. Account Director: Zoe Kypros
Account Director: Tom Collier
Account Executive: Elina Nassif
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Juliet Bishop & Simon Thomas
Producer: Tracey-Lee Permall & Simon Thomas
Post Production: Blockhead NZ
Sound House: Bang Bang Studios
Photographer: Ben Clements
Photographer: Michael Corridore @ Photoplay
Producer: Ross Colebatch
Editor: Mark Burnett
Post Production Company: The Editors
23 Comments
So so good
Absolutely beautiful work. Well done all involved.
Love the track
Great craft… music is spot on. Gave me goosebumps.
Nice work crew! Love it!
GREAT WORK ALL !
Stunning.
Keep making ads like this Toyota
this is is great
Average stills craft. Awesome tv craft.
Niiiiiiiiiiiiiiicee
or does the spot not make any sense? Or maybe it has no pay off?
50 seconds of seeing him struggling in the sub par chair, then you build him one and that’s the end.
Could at least build him the wheelchair and then let us see him killing it in the new chair.
Unless of course I missed something.
Don’t buy it. Lacks the realism to believe it enough. Lacks the story to care enough. No pay off.
Advertising was much better before linear, Alexithymia suffered were involved. Over-rational planners dictating creatives need to evoke an emotional response – while living within their heads – that is why ads like these don’t get made. This is brilliant by the way, and shame on anyone who wants to take the piss out of an ad that is empowering these athletes.
There’s no doubt that it’s shot beautifully. Amazing craft and the Kendrick track must have cost a lot but yeah a little confusing…
Are they using a Toyota designed wheelchairs in the paralympics?
Sports people fight for every inch for sure, but how does Toyota R&D fight for every ‘inch?’
Well done team! it looks cool, wet downs and smoke machines. They’ve even got sparks!
Really didn’t need that VO. Ruins an otherwise beautifully shot ad.
Highlighting disabled athletes doesn’t substitute for an idea.
This is so much wallpaper.
Saw it last night during the AFL… best ad I’ve seen on TV for a while. Just a very cool spot. Well done to all involved.
Nice flock paper on a wall.
But there’s not much of an idea here.
Brilliant spot.
Well done all. Beautiful.