Toyota's Olympic Campaign Celebrates the Beauty of Friendship
Katherine Pendrill — August 5, 2016 — Special
References: adage
While not an official sponsor of the Rio Games, Toyota's Olympic campaign manages to capture the beauty of sportsmanship and camaraderie. Titled 'Stand Together,' the ad reminds viewers of the importance of real relationships in the world of professional sports.
Toyota's Olympic campaign includes an ad that opens with three athletes standing on a podium. Because Toyota is not an official Olympic sponsor, the ad depicts a fictional event dubbed the 'friendship tournament.' The ad goes on to show people holding hands in different places such as the beach, a church and even in mid-air. Toyota is using the theme of holding hands to encourage viewers to make their own friendship-themed video and share it over social media with the hashtag '#LetsJoinHands.' For each video shared, Toyota plans to make a donation to United Way.
The video demonstrates an example of how unofficial sponsors can still evoke the spirit of the Olympic Games by playing on different sports themes.
Toyota's Olympic campaign includes an ad that opens with three athletes standing on a podium. Because Toyota is not an official Olympic sponsor, the ad depicts a fictional event dubbed the 'friendship tournament.' The ad goes on to show people holding hands in different places such as the beach, a church and even in mid-air. Toyota is using the theme of holding hands to encourage viewers to make their own friendship-themed video and share it over social media with the hashtag '#LetsJoinHands.' For each video shared, Toyota plans to make a donation to United Way.
The video demonstrates an example of how unofficial sponsors can still evoke the spirit of the Olympic Games by playing on different sports themes.
Trend Themes
1. Friendship-themed Auto Ads - Opportunity for auto brands to incorporate friendship-themed advertising to evoke the spirit of camaraderie and sportsmanship.
2. Unofficial Sponsorship Campaigns - Opportunity for companies to creatively promote their brand and values through unofficial sponsorship of major events like the Olympic Games.
3. Social Media Participation - Opportunity for brands to leverage social media platforms to encourage user-generated content and engage with their audience in a meaningful way.
Industry Implications
1. Automotive - Automotive industry can explore innovative ways to incorporate friendship-themed messaging into their advertising campaigns to resonate with consumers.
2. Sports and Entertainment - Sports and entertainment industry can partner with non-official sponsors to create unique and engaging content that showcases the values and spirit of major events.
3. Technology and Social Media - Technology and social media companies can provide platforms and tools for brands to facilitate user-generated content and foster audience participation.
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