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Upstream - Toyota Global Olympics
Toyota’s 2021 Super Bowl ad tells the story of Paralympian Jessica Long, who was adopted from a Siberian orphanage by an American couple. The spot, called “Upstream,” depicts how the couple received the news that Long’s legs would need to be amputated due to a rare condition. “It might not be easy, but it will be amazing,” her future mother says. The story is told by showing scenes of Long swimming through each scene, including as a child. The ad, which comes from Saatchi & Saatchi and was directed by Tarsem Singh, ends by plugging Toyota’s Olympic sponsorship. The automaker also ran a 5-second message in the game 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.” This marked Toyota’s fourth consecutive commercial in the Big Game. Upstream launched with huge success. Within the first week of the launch, our spot was widely covered by major media outlets with 1,660 press mentions and earned millions of impressions on social media. www.wearesaatchi.com
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