Toyota going car-less in advertisement for Super Bowl

Toyota is using a high-profile spot in the Super Bowl — first ad break after kickoff — to spread word of its evolution into what it calls a mobility company. It’s part of a campaign to tout Toyota’s venture into emerging technologies to help people with physical barriers to move. The ad campaign will continue with eight to 10 other carless commercials during the Pyeongchang Winter Games.

The company has deals with the International Olympic Committee and the International Paralympic Committee designating it as the official mobility sponsor of the Games, a new category, beginning with the 2018 Winter Games and running through the 2024 Paris Summer Games.

“At this level of scope and scale, Toyota is the largest initiative that we’ve undertaken in terms of working across both the Olympics and the Super Bowl,” said Dan Lovinger, executive vice president of advertising sales for NBC Sports Group. “I give them all the credit in the world for choosing these two platforms to make a very big statement about the evolution of their company.”

The 60-second Toyota mobility ad in the Super Bowl is part of a campaign dubbed “Start Your Impossible.”

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