THUNDER BAY – One of the non-football highlights of the Super Bowl are the innovative and often envelope pushing ads that debute during the game.
Every year advertisers pay top dollar, millions of dollars for ads during the big game.
One of this year’s ads features a Canadian. Shortly after the Super Bowl kicks off on Sunday, tens of millions of people around the world will watch the incredible story of Canadian Paralympic Alpine Skier, Lauren Woolstencroft, who overcame seemingly impossible odds to achieve incredible success.
In the first post-kickoff spot on the North American broadcast, Woolstencroft’s 60-second story will air. And the ad won’t feature a vehicle – a first for Toyota. Titled “Good Odds,” the spot instead highlights the real-life story of Woolstencroft, a young woman who overcame incredible odds to become a legendary Paralympian, winning eight gold medals, a silver medal, and a bronze medal over three Paralympic Games.
“If I could describe my journey in the Paralympic Games in one word, I would say determination,” said Woolstencroft. “It’s been a wonderful experience partnering with Toyota on this global platform to tell my story of overcoming odds. I hope that my participation will encourage and inspire others around the world to pursue their passions, and reach for their own personal best.”
“Good Odds” will be the second spot to premiere as part of Toyota’s first-ever global ad campaign called “Start Your Impossible”. The campaign, which will include several other videos and pieces of creative that will be seen around the world leading up to and during the Paralympic and Olympic Games, embraces Toyota’s evolution toward becoming a mobility company and its eight-year global sponsorship with The Paralympic Games and Olympic Games.