This morning, Toyota announced a new ad campaign celebrating the spirit of friendship and fair play through the simple act of holding hands. Titled "Stand Together," the announcement comes just in time for the opening ceremonies of the 2016 Olympic Games in Rio, and stars Team Toyota athletes Summer Sanders and Amy Purdy.
The campaign launches tonight during NBC's broadcast of the opening ceremonies, and features outdoor advertising as well as social media elements designed to convey an uplifting message of teamwork. A call to action is also included. For every person who creates and shares a video of people joining hands using the hashtag #LetsJoinHands, Toyota will donate $20 to the United Way, up to $250,000.
“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.”
A special :90 online-only extended version of the ad can be viewed below.
