Cannes Lions
COMPANY 3, New York / TOYOTA / 2021
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Fueled by the power of a family’s love, Toyota’s 60-second Big Game ad 'Upstream' features Team Toyota athlete Jessica Long’s incredible journey, which began when she was adopted by an American couple from a Russian orphanage. The spot takes viewers on a trip down memory lane of Long’s childhood, which, in turn, would help lead her to become the second most decorated Paralympian in US history.
'Upstream' ends with the uplifting line, “We believe there are hope and strength in all of us” referencing Long's extraordinary journey, and Toyota’s belief in Respect for People, which aims to inspire others.
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