Toyota North America is hoping that people cry at the Super Bowl. Its 60-second spot, Upstream, is an emotive and visually striking story about Team Toyota athlete, Jessica Long, an orphan adopted from Siberia by an American couple who, even though her lower legs had to be amputated, became the second most decorated Paralympian in U.S. history. The story – which houses Toyota’s message. “We believe there is hope and strength in all of us,” is accompanied by a five-second “billboard” that encourages people to think about the impact they have on those around them and follow Centers for Disease Control and Prevention (CDC) COVID-19 guidelines.  

“Upstream highlights Toyota’s mission to shine a light on athletes like Jessica who work tirelessly every day to pursue their passion and inspire people around the world to reach their full potential,” stated Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “We are grateful to Jessica and her family for their willingness to allow us to share such a personal part of their story.” The film represents the values Toyota shares with the Olympic and Paralympic Movements, and the athletes who inspire people around the world to reach their full potential.

Upstream will air in the first position in the commercial break before the 2-minute warning in the second quarter. The spot ends with the uplifting line, “We believe there is hope and strength in all of us” referencing Jessica’s extraordinary journey, Toyota’s belief in Respect for People, and aims to inspire others. Additionally, “Upstream” represents the values Toyota shares with the Olympic and Paralympic Movements, and the athletes who inspire people around the world to reach their full potential.

“I love that the spot highlights not just the gold medals and accomplishments but the challenging journey to get there,” Long commented. “Perseverance, grit and overcoming the odds contributed to my success and my hope is that people feel inspired and uplifted by this emotional spot.”

Read Lang’s story in full here.

Upstream was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed by Tarsem Singh.

Credits:

Agencies: Saatchi & Saatchi & Dentsu
Chief Creative Officers: Jason Schragger & Keiichi Higuchi
Executive Creative Director: Fabio Costa
Group Creative Director: Marc d’Avignon
ACD Art Directors: Yusong Zhang & Alice Blastorah
ACD Copywriter: Britt Wilen
Chief Operations Officer: Lalita Koehler
Executive Producer: Rodrigo Vargas
Senior Producer: Stephanie Dziczek
Senior Music Supervisor: Kristen Hosack
Senior Project Managers: Berna Dikicioglu & Ryan Ritchie
Managing Director: Al Reid
Group Account Director: Amy Turnbull
Account Directors: Kimberly Bingham, Marco Koenig & Keitaro Nagao 
Account Supervisor: Dylan Roley
Chief Strategy Officer: Mark Turner
Group Planning Directors: Evan Ferrari & Keita Kimura
Strategic Planning Director: Hailey Marsh
Senior Strategic Planner: Amanda Ephrom
Executive Communications Director: John Lisko
Group Media Director: Amy Petersen
Media Director: Jessica Noh
Director of Public Relations: Kimberly Harms
PR Manager: Ava Bantansky
Group Director, Earned Media & Public Relations: Jana Hartline
Broadcast Traffic: Nadzyah Guillermo & Reggie Holling
Director, Business Affairs: Linda Daubson
Associate Director, Business Affairs: Maryam Ohebsion

Client: Toyota Motor Corporation
General Manager, Marketing Support Division: Noriaki Yamashita
General Manager, Project Management: Masao Takata
Group Manager, Olympics & Paralympics Group: Hiroyuki Takebuchi
Project Manager, Olympics & Paralympics Group: Misa Obata
Project Manager, Olympics & Paralympics Group: Ayuko Tadatsu

Toyota Motor North America 

Group Vice President and General Manager, Toyota Division: Jack Hollis
Group Vice President, Toyota Marketing: Ed Laukes & Lisa Materazzo
General Manager Sales & Marketing, Marketing Operations and Communications: Andre Schmidt
Group Manager, Olympic & Paralympic Marketing: Dedra DeLilli
Olympic/Paralympic Marketing Senior Manager, Global Communications: Russ Koble
Olympic/Paralympic Marketing Manager, Global Communications: Lara Marcello, Kathi Jenkins
Olympic/Paralympic Marketing: Danielle DelVecchio

Production Company: Radical Media
Executive Producer: Jim Bouvet
Line Producer: Jeremy Barrett
Director: Tarsem
DOP: Paul Meyers

Editing: Final Cut
Executive Producer: Suzy Ramirez
Producer: Ana Orrach
Editor: Joe Guest
Assistant Editor: Evan Bluestein

Colour & Grade: Company 3
Colour Artist: Jill Bogdanowicz

VFX: Framestore
Creative Director: Alex Thomas
Producer: Katharine Buckley

Music Arrangement & Composition: The Elements Music
Composer: Norman Kim
Executive Music Producer: Kristina Iwankiw

Mix & Sound Design: Lime Studios & Lime Sound Design
Mix Engineer: Matt Miller
Assistant Mix Engineer: Ian Connie
Sound Design: Michael Anastasi
Assistant Sound Designer: Kai Paquin
Executive Producer: Susie Boyajan
Senior Producer: Kayla Phungglan