Toyota and Saatchi Join Hands in a New National Campaign Supporting Team Spirit

If we ask what do Toyota team members, skydivers and world-class athletes Summer Sanders and Amy Purdy have in common, the answer is Teamwork.

Toyota encourages people to be together, to be in the spirit of friendship with fair play and just a simple act of holding hands in a new Toyota add campaign “Stand together”. Apart from advertising through electronic media, this campaign will also use outdoor advertising by creating team-inspired messages everywhere.

This campaign was created by Saatchi&Saatchi L.A., and was launched on NBC’s Olympic Opening Ceremonies broadcasted Aug. 5th with a :60 spot. It advertised Toyota’s devotion to mobility that enables experiences shared by people. This advertisement shows people all around the world, joining hands and celebrating teamwork. There are Toyota team members, Team Toyota athletes Sanders and Purdy, skydivers…With the track “Gimme Some Lovin’ ” by the Spencer Davis Group.

The online-only video :90, can be watched on Toyota’s YouTube channel

“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.”

This type of marketing involves a lot of action as well. For each person who makes a video of people joining hands and shares the same with the campaign “Lets Join Hands”, Toyota automaker will donate $20 to United Way, until $250,000 is reached. Contents will be mixed and constantly distributed throughout media.

One part of the “Lets Join Hands” campaign will have outdoor touchboard installations which connect live videos and real-time cooperative drawing tools thus creating a connection between New York City’s Herald Square, Los Angeles’ Hollywood and Highland from August 12-14. Consumers will be able to email or tweet video captures of their drawings directly from the screens. The aim of this touchboard is to catch that magic of commitment, while authentic cooperation and contact eternal.

“Toyota is a brand that is founded on the power of movement and over the decades has enabled people to move forward and explore. The “Stand Together” campaign is a reflection of the physical and emotional places we can go and the goals we can achieve together. By giving people a chance to engage with technology and people in unexpected ways, the campaign extends and redefines what it means to join hands and we hope to start a conversation around teamwork,” said Fabio Costa, executive creative director, Saatchi LA.