Toyota

Toyota ‘Brothers’ Big Game Spot Showcases the Power of Sport and Spirit

Toyota’s agency of record, Saatchi & Saatchi in partnership with Dentsu, developed the creative for the Big Game spot “Brothers.”

“Brothers” takes viewers on a journey through the lives of brothers, from their childhood to Canada, where they develop a passion for cross-country skiing, to manage Brian’s loss of central vision at age 19 due to Stargardt macular degeneration. Despite living with an incurable degenerative eye disease, Brian and his brother Robin continued to train together, which eventually led to Robin competing in the Winter Olympics and both brothers competing in the Paralympic Winter Games with Robin serving as Brian’s guide.

“Robin and Brian’s story reminds us that with strength, determination and freedom of movement, anything can be accomplished,” said Lisa Materazzo, Group Vice President, Toyota Marketing, Toyota Motor North America. “Toyota’s support of the Olympic and Paralympic Movement gives us the honor of showcasing our incredible Team Toyota athletes who achieve the impossible every day.”

The 60-second spot begins with Robin teaching Brian to ski at a young age. The brothers (played by actors) are then shown admiring a cross-country ski race on television, transitioning to teenager Brian trying to keep up with Robin as he bikes down a neighborhood hill. The camera then cuts to a close-up x-ray of Brian’s eye, illustrating the moment he learned of his diagnosis from Stargardt. The spot continues with Robin encouraging his brother to move on, vocally guiding him, with intertwining clips depicting moments from their workouts. The spot ends with a scene of the real McKeever brothers crossing the finish line and winning Paralympic gold with the uplifting message, “After Brian lost his sight, the McKeever brothers won 10 Paralympic medals. Together.”

“I hope my story inspires viewers to begin their impossible – whatever that may be,” said Brian McKeever. “I learned firsthand that anything is possible with persistence and the support of a brother, like Robin.”

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

You want to know more ?
‘Brothers’: How Brian and Robin McKeever Won Paralympic Gold

About Toyota
Toyota (NYSE:MT) is part of the cultural fabric of North America for more than 60 years, and is committed to advancing next-generation sustainable mobility through our Toyota and Lexus brands, as well as our more than 1,800 dealerships.

Toyota directly employs more than 48,000 people in North America who have helped design, engineer and assemble nearly 43 million cars and trucks at our 13 manufacturing plants. By 2025, Toyota 14and plant in North Carolina will start manufacturing automotive batteries for electrified vehicles. With more electrified vehicles on the road than any other automaker, more than a quarter of the company’s North American sales in 2021 were electrified.

Through the Start Your Impossible campaign, Toyota highlights how it partners with community, civic, academic and government organizations to address our society’s most pressing mobility challenges. We believe that when people are free to move, anything is possible. For more information about Toyota, visit www.ToyotaNewsroom.com.

Media contacts:
Marissa Borjon
Toyota Motor North America
469-292-6395
[email protected]

Jana Hartlin
Saatchi for Toyota
310-738-4612
[email protected]

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SOURCE Toyota Motor North America