Celebrities and humour always dominate the Super Bowl. This only helps Toyota’s Super Bowl 2022 stand out. Like Budweiser’s, it’s about determination. And it aims to inspire. But Toyota’s isn’t a metaphor. It’s a real-life story and it’s embedded in sport and collaboration. The 60-second spot by Saatchi & Saatchi tells the story of the McKeever brothers, Brian McKeever (Global Team Toyota Athlete and Canada’s most decorated Winter Paralympian) and Robin McKeever (Olympian, cross-country skiing Paralympic guide and coach, Para Nordic Skiing). 

At age 19, Brian lost his central vision due to Stargardt Macular Degeneration. Despite living with the untreatable degenerative eye condition, Brian and his brother, Robin, continued to train together, which eventually led Robin to compete at the Olympic Winter Games, and both brothers to compete at the Paralympic Winter Games with Robin serving as Brian’s guide. The film ends with the title, “After Brian lost his eyesight, the McKeever brothers went on to win 10 Paralympic medals. Together,” and the tagline, Start Your Impossible.

“Robin and Brian’s story reminds us that with strength, determination, and the freedom to move, you can accomplish anything,” explained Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “Toyota’s support of the Olympic and Paralympic Movement gives us the honour of highlighting our amazing Team Toyota athletes that achieve the impossible every day.”

“I hope my story inspires viewers to start their impossible – whatever that might be,” said Brian McKeever. “I’ve learned first-hand that anything is possible with perseverance, and the support of a brother, like Robin.” 

The film, called Brother, will air in the first position in the first commercial break of the Big Game. was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Dentsu and directed bySeb Edwards.

Credits:

Clients: Toyota Motor North America, U.S.A., Inc. & Toyota Motor Corporation

Group Vice President, Marketing: Lisa Materazzo
Group Manager, Sponsorship Strategy, Integration, & Auto Shows: Dedra DeLilli
Global Olympic & Paralympic Marketing Senior Manager: Russ Koble
Global Olympic & Paralympic Marketing Manager: Kathi Jenkins
Senior Planner, Olympic & Paralympic Marketing: Danielle DelVecchio
Group Manager, Olympics & Paralympics Group Toyota Motor Corporation: Hiroyuki Takebuchi
Assistant Manager, Olympics & Paralympics Group Toyota Motor Corporation: Misa Obata

Agencies: Saatchi & Saatchi & Dentsu
Chief Creative Officers: Jason Schragger & Yasu Sasaki
Executive Creative Directors: Fabio Costa
Group Creative Director: Marc d’Avignon
Creative Directors: Nick Cade & David DeRoma
ACD Art Director: Yusong Zhang
ACD Copywriter: Bobby O’Neill
Chief Production Officer: Lalita Koehler
Executive Producer: Rodrigo Vargas
Senior Producer: Stephanie Dziczek
Managing Director: Al Reid
Account Management: Amy Turnbull, Fuminori “Ray” Koike Kimberly Bingham, Dylan Roley & Keitaro Nagao, Ryan Ritchie & Todd Kitzens
Chief Strategy Officer: Mark Turner
Group Planning Directors: Evan Ferrari & Keita Kimura
Executive Communications Director: John Lisko

Production Company: Park Pictures

Director: Seb Edwards
Executive Producers: Jackie Kelman Bisbee & Scott Howard
Senior Head of Production & Business Affairs: Anne Bobroff
Head of Production: Chelsea Schwiering
Line Producer: Laurie Boccaccio
Director of Photography: Roman Vasyanov
Production Designer: Jo Carkner

Production Service Company: Capital Media
Editing: Cartel
Telecine & Colour Grade: MPC
Finishing & VFX: Framestore
Music Arrangement & Composition: Original Music by Brandon Campbell
Sound Studio: Harbor