Super Bowl showcases Paralympic spirit

Paralympian Lauren Woolstencroft stars in groundbreaking Toyota ad to be aired during Sunday’s game 04 Feb 2018
a female Para skier raises her arms in celebration on the podium
Eight-time Paralympic champion Lauren Woolstencroft will be the star of the first ad break of the 52nd Super Bowl
ⒸGetty Images
By IPC and Toyota

The Paralympic spirit will be showcased on one of the world’s biggest stages on Sunday (4 February) when former Paralympic champion Lauren Woolstencroft stars in one of three Toyota advertisements to be broadcast during the Super Bowl.

The Super Bowl is the championship game of the USA’s National Football League (NFL) and is the most watched television event of the year.

In the first ad break during the broadcast, Toyota’s television spot “Good Odds,” from their “Start Your Impossible” campaign, will be shown. The 60-second spot celebrates Toyota’s evolution to a mobility company and its eight-year global sponsorship of the Paralympic and Olympic Games by highlighting the real-life story of Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist.

Woolstencroft competed over three Paralympic Winter Games, closing out her athletic career at Vancouver 2010, where she became the first Canadian Paralympian to win five gold medals in a single Games.

The “Good Odds”commercial can also be watched on YouTube.

“If I could describe my journey in the Paralympic Winter Games in one word, I would say determination,” said Woolstencroft, the eight-time Paralympic gold medallist said. “It's been a wonderful experience partnering with Toyota on this global platform to tell my story of overcoming odds. I hope that my story encourages and inspires others around the world to pursue their passions, and reach for their own personal best.”

Following the half-time break, Toyota’s 60-second ad, “One Team,” will be shown. It features an amusing, light-hearted narrative illustrating how people from diverse backgrounds unite to celebrate the spirit of what brings them together, their shared passion of sports.

In the fourth quarter, Toyota’s third ad will feature, with a moving message promoting mobility as a human right in “Mobility For All.” The 30-second spot from the brand’s first global campaign, “Start Your Impossible,” features people from ages ranging 1 to 100 in all stages of life including world-renown Paralympic and Olympic athletes.

The 52nd Super Bowl will be contested by the New England Patriots and the Philadelphia Eagles, with Justin Timberlake performing the half-time show.