Toyota GB launch Paralympics sponsorship campaign with Channel 4 Impossible vs. Impossible

T&Pm has created the campaign for Toyota GB’s broadcast sponsorship of the Paris 2024
Paralympic Games across Channel 4, More 4, Channel 4 streaming and social channels. The
campaign stars ParalympicsGB athletes; Jonnie Peacock, Kadeena Cox, Laurie Williams and
Robyn Love.

Paralympians are some of the greatest athletes on the planet but, away from their sport, they
face the same challenges as anyone else.

‘Impossible vs. Impossible’ was born out of extensive research conducted within the disabled
community. Being a Paralympian is only one small part of the story. There’s so much more to an
athlete, a whole other side to their life, and the things they find hard, might not be what you
first think of. You think winning gold is hard? That’s just one small part of the story.

Directed by Alex Boutell, it marks a different approach for Toyota. The campaign focuses on the
challenges that come with bringing up a baby, to keeping up with some very lively dogs, these
stories have been brought to life in a series of six sponsorship idents that are relatable and
playful while nodding to the role of mobility solutions in everyday life.

Channel 4 has committed to making its coverage of the Paris 2024 Paralympic Games the most
accessible broadcast yet. This has been reflected in the campaign - the sponsorship idents
have been versioned with burnt-in subtitles and sign language, ensuring they are as inclusive as
possible.

The campaign builds on Toyota’s Global platform Start Your Impossible which demonstrates
that Toyota is a force for good, challenging themselves and everyone else who share the ethos
of pushing themselves beyond the expected.

Rob Crilley, Senior Manager, Brand Strategy, Toyota Great Britain:

We’re used to seeing ParlaympicsGB athletes achieving extraordinary feats of athleticism at the
Games, but away from their sports and competing for gold, they face the same everyday
challenges as all of us. Be it dealing with dirty nappies, washing up dishes before bedtime, or
taking excited dogs for their walk, Toyota celebrates these moments in life we can all relate to
and supports all people to go beyond their impossible.

Dan Northcote-Smith, Creative Director, T&Pm:

This campaign lands towards the end of a massive summer of sport so it was important to cut
through the hyped up world with insight and humour. Thankfully we had four amazing athletes
who were open, collaborative and most of all very funny.

Alex Boutell, Director, Rogue Films:

As soon as I saw the scripts and the two distinct parts of the Paralympian’s lifestyle we were
representing, it immediately struck me that a match-cut technique would be an arresting visual
way to contrast their different challenges. Combining this with a dollop of humour and some
frankly, pretty great performances from our athletes has resulted in some original films I’m
really proud of.

Rupinder Downie, Content Solutions Leader, Channel 4:

Everything we’re doing in Channel 4 Sales ahead of the Paris 2024 Paralympic Games is about
boosting positive attitudes to disability among our partners. The shared commitment with
Toyota, brought to life through the new idents, is a new benchmark in the accessibility of TV
sponsorship.