Toyota's Olympic Campaign Celebrates the Beauty of Friendship

By: Katherine Pendrill - Aug 5, 2016
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.