This spot, which runs for 60 seconds, highlights the benefits of brotherly cooperation.
Some car ads will not try to sell you the latest models. Toyota’s commercial features a pair of brothers who are on a difficult journey to cross-country skiing success.
The commercial Toyota emphasizes its belief in mobility for everyone. It follows Robin and Brian McKeever’s life, beginning with their childhood when they fell in love with Canada’s sport. Unfortunately, life is full of surprises. Brian was diagnosed at age 19 with Stargardt Macular Degeneration. This is an irreversible degenerative eye condition that can affect one’s central vision.
The two kept training, despite their diagnoses. They achieved some remarkable results. The commercial features Brian’s struggle to follow the outline of his brother while training and listen to his voice. Sometimes, he fails. It also shows the importance of teamwork between them to win the Paralympics.
Brian said, “I hope my story inspires viewers that they can start their impossible – whatever it may be.” Robin and I have seen firsthand the power of perseverance and the support from a brother.
The commercial shows their journey. They went on to win 10 Paralympic gold medals together. Robin is now a Paralympic coach and guide in cross-country skiing. Brian is a Global Team Toyota Athlete, Canada’s most decorated Winter Paralympian.
“Robin’s and Brian’s story reminds me that strength, determination, and freedom of movement can get you anywhere,” Lisa Materazzo (group vice president of Toyota Marketing at Toyota Motor North America), said.
Automakers love to talk about mobility when talking about the future. But advanced driver-assistance systems, and eventually autonomous cars, have the potential to change how people get around. However, this future is still many years away. The spot, which runs for 60 seconds, will air during Sunday’s Super Bowl commercial break.