As the 2016 Summer Olympic Games prepare to kick off, Toyota has announced a new ad campaign titled "Stand Together." Centered on the theme of teamwork, the campaign will kick off with a :60 spot staring Team Toyota Athletes Amy Purdy and Summer Sanders during NBC's broadcast of the Olympic Opening Ceremonies in Rio.
Seeking to encourage people to come together in the spirit of friendship and fair play, Toyota will use outdoor advertising as well as various social media elements centered on the teamwork theme. An inspiring call to action will be featured during the campaign. According to a recent press release, for every person who creates a video of people joining hands and shares it using the campaign hashtag, #LetsJoinHands, Toyota will donate $20 to United Way, up to $250,000. In addition, Toyota will mix content from user and influencer submissions into pre-roll and social videos, continuously delivering fresh edits throughout the media run.
“Teamwork is ingrained in Toyota’s DNA – it’s a founding principle,” said Jack Hollis, group vice president of marketing, Toyota Motor Sales, U.S.A. “We believe, as our founder did, in the ‘power of togetherness’ and athletics is an amazing example of the power of teamwork. While we do not compete at the highest levels of sport on the playing field, we celebrate the spirit of collaboration every day, whether it is within the walls of Toyota, or in our interaction with our guests.”
