Toyota showcases the power of sport and spirit in Super Bowl spot via Saatchi & Saatchi + Dentsu

Toyota Motor North America (TMNA) returns to the Big Game with a 60-second ad that shares an inspiring message of determination and spotlights the power of sport, co-created by ex-Perth creative and Saatchi & Saatchi CCO Jason Schragger through Saatchi & Saatchi and Dentsu.

 

Toyota’s Big Game ad – “Brothers” – features two real-life brothers: Brian McKeever (Global Team Toyota Athlete and Canada’s most decorated Winter Paralympian) and Robin McKeever (Olympian, cross-country skiing / Paralympic guide and coach, Para Nordic Skiing).

“Brothers” takes viewers on a journey of the brothers’ lives, from their childhood in Canada, where they develop a passion for cross-country skiing, to navigating the loss of Brian’s central vision at age 19 due to Stargardt Macular Degeneration. Despite living with the untreatable degenerative eye condition, Brian and his brother Robin continue to train together, which eventually leads Robin to compete at the Olympic Winter Games, and both brothers to compete at the Paralympic Winter Games with Robin serving as Brian’s guide.

Says Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America: “Robin and Brian’s story reminds us that with strength, determination, and the freedom to move, you can accomplish anything. Toyota’s support of the Olympic and Paralympic Movement gives us the honor of highlighting our amazing Team Toyota athletes that achieve the impossible every day.”

The 60-second spot begins with Robin teaching Brian how to ski at a young age. The brothers (portrayed by actors) are then shown admiring a cross-country skiing race on television, transitioning to adolescent Brian trying to keep up with Robin while bike riding down a neighborhood hill. The camera then cuts to a close-up x-ray of Brian’s eye, depicting the moment he learned of his Stargardt diagnosis. The spot continues with Robin encouraging his brother forward, vocally guiding him, with snippets interwoven depicting the moments of their training sessions. The spot concludes with a scene of the actual McKeever brothers crossing the finish line and winning Paralympic gold with the uplifting message: “After Brian lost his eyesight, the McKeever brothers went on to win 10 Paralympic medals. Together.”

Says Brian McKeever: “I hope my story inspires viewers to start their impossible – whatever that might be. I’ve learned firsthand that anything is possible with perseverance, and the support of a brother, like Robin.”

“Brothers” will air in the first position (A) in the first commercial break of the Big Game on February 13, 2022 on NBC. “Brothers” was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed by Seb Edwards.

Agencies: Saatchi & Saatchi, Dentsu
Chief Creative Officers: Jason Schragger, Yasu Sasaki
Executive Creative Directors: Fabio Costa
Group Creative Director: Marc d’Avignon
Creative Directors: Nick Cade, David DeRoma
ACD Art Director: Yusong Zhang
ACD Copywriter: Bobby O’Neill
Chief Production Officer: Lalita Koehler
Executive Producer: Rodrigo Vargas
Senior Producer: Stephanie Dziczek
Senior Music Supervisor: Kristen Hosack
Music Coordinator: Tanisha Edwards
Managing Director: Al Reid
Senior Client Partners: Amy Turnbull, Fuminori “Ray” Koike
Client Partners: Kimberly Bingham, Dylan Roley, Keitaro Nagao
Client Operations Lead: Ryan Ritchie
Client Partnership Manager: Todd Kitzens
Chief Strategy Officer: Mark Turner
Group Planning Directors: Evan Ferrari, Keita Kimura
Executive Communications Director: John Lisko
Senior Media Director: Helen Burdett
Group Director, Public Relations/Earned Media: Jana Hartline
Director, Public Relations: Kimberly Harms
Director, Earned Media: Emi FitzGerald
Manager, Public Relations: Ava Batansky
Director, Business Affairs: Linda Daubson
Associate Director, Business Affairs: Maryam Ohebsion
Traffic Manager: Reggie Holling

Client
Group Vice President, Marketing: Lisa Materazzo
Group Manager, Sponsorship Strategy, Integration, & Auto Shows: Dedra DeLilli
Global Olympic & Paralympic Marketing Senior Manager: Russ Koble
Global Olympic & Paralympic Marketing Manager: Kathi Jenkins
Sr. Planner, Olympic & Paralympic Marketing: Danielle DelVecchio
Toyota Motor Corporation
Group Manager, Olympics & Paralympics Group: Hiroyuki Takebuchi
Assistant Manager, Olympics & Paralympics Group: Misa Obata

Production Company: Park Pictures
Executive Producers: Jackie Kelman Bisbee & Scott Howard
Senior Head of Production / Business Affairs: Anne Bobroff
Head of Production: Chelsea Schwiering
Line Producer: Laurie Boccaccio
Director: Seb Edwards
Director of Photography: Roman Vasyanov
Production Designer: Jo Carkner
Production Service Company

Production Service Company: Capital Media
EP / Managing Director: Christian Allen
HOP / Partner: Keely Stothers

Editing Company: Cartel
Executive Producer/Managing Director: Lauren Bleiweiss
Heads of Production: Meagen Carroll, Vietan Nguyen
Producer: Caylee Banz
Editor: Leo Scott
Assistant Editor: Zoe Kraft

Telecine/Colour Grade: MPC
Colorist: Mark Gethin
Senior Executive Producer, US Colour Meghan Lang
Producer: Caitlin Forrest

Finishing / VFX: Framestore
Creative Director: Alex Thomas
Executive Producer: Brittney Walker
Producers: Heather Saunders, Katie Buckley, Scott Tinter
Coordinators: Christian Williams, Aaron Carlos
Flame Artists: Luca Pellegato, Carlos Addaranga Gomez
Compositors: Alex Osvaldsson, Paul Krist, Mark Casey, Craig Tozzi, Steve Cho
CG Artists: Rich Shallcross, Victor Grant

Music Arrangement & Composition: Original Music by Brandon Campbell
Sound Design: Nicolas Becker
Audio Studio: Harbor
Senior Mixer: Steve Perski
Mixer: Brian Battersby