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Not every car ad that will be running during this year’s Super Bowl will try to sell you the latest and greatest models. The Toyota advert takes a different route, highlighting a pair of brothers and their challenging journey to cross-country skiing victory.
The ad, which Toyota says emphasizes the “belief in mobility for all,” follows the lives of Robin and Brian McKeever, starting with their childhood when the two fell in love with sports in Canada. However, life has its own curves, and it threw one on Brian, who at 19 was diagnosed with Stargardt’s Macular Degeneration, an untreatable degenerative eye condition that affects a person’s central vision.
However, the two continued to train despite their diagnosis, leading to some great results. The ad shows Brian’s struggles while training, following his brother’s blurred lines and listening to his voice, and not always succeeding. However, it also highlights the teamwork needed between the two to win the Paralympics.
“I hope my story inspires viewers to embark on the impossible – whatever it is,” says Brian. “I have learned firsthand that anything is possible with persistence, and the support of a brother, like Robin.”
The ad shares their journey. Together, the two won 10 Paralympic medals. Today, Robin is a cross-country and Paralympic ski guide and coach. Brian is a Toyota Global Team Athlete and the most prestigious Winter Paralympics in Canada.
“Robin and Brian’s story reminds us that with strength, determination, and the freedom to move, you can achieve anything,” said Lisa Materazzo, Group Vice President of Toyota Marketing at Toyota Motor North America.
Mobility is a big buzzword that automakers want to throw at it when it comes to the future, but state-of-the-art driver assistance systems and, ultimately, autonomous cars, have the opportunity to change how and who gets around. The future is still years away. The 60-second spot airs during the Super Bowl’s first commercial break on Sunday, February 13.
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