During the 2016 Rio Olympics you may have noticed a commercial from Toyota that showed a medal ceremony and everyone joining hands. While you might think, “This looks like the Olympics,” only official Olympic sponsors can use the Olympic insignia and name. Toyota will get this honor next year, so in the meantime, we get a glimpse into Toyota’s “friendship tournament.”
This ad, called “Stand Together” not only celebrates the Olympic spirit, but is also a way to raise money for those in need. Toyota is encouraging people to share their own videos of people holding hands with the hashtag #LetsJoinHands. For every video, Toyota will then donate $20 to United Way, up to $250,000. The user-generated content may also be mixed together to create a new videos.
Jack Hollis, group VP-marketing for Toyota Motor Sales, U.S.A., said, “We believe, as our founder did, in the ‘power of togetherness’ and athletics is an amazing example of the power of teamwork. While we do not compete at the highest levels of sport on the playing field, we celebrate the spirit of collaboration every day, whether it is within the walls of Toyota, or in our interaction with our guests.”
Toyota’s official Olympic sponsorship will begin in January and will run through the end of 2024. This will include the 2018 Winter Oympics in Pyeonchange, South Korea; the 2020 Summer Olympics in Tokyo; the 2022 Winter Olympics in Beijing; and the 2024 Summer Olympics.