Toyota is undertaking a once in a century profound transformation.   “Moving forward, Toyota will provide a diverse range of mobility services and transport solutions to people around the world as we transform Toyota into a mobility company” says Toyota President Akio Toyoda.

As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, Toyota has been working with Australian para-athletes to refine their equipment to ensure they can perform at their best.

Engaging the community in their journey as they transform into a mobility company is critical for Toyota’s success.  Toyota engaged Saatchi & Saatchi to create a campaign to showcase their ‘mobility for all’ philosophy.

This ad is the centre piece of the campaign.  It immediately captures the audience’s attention, sharing the brutal reality of wheelchair rugby, giving the audience insights into the strength, skills and determination of our incredible athletes……and the demands on their equipment.

The audience will see leadership, innovation, purposeful thinking and start repositioning Toyota in their mind from being a vehicle manufacturer to a mobility company bringing the ‘joy and freedom of movement to all’.

We hope you enjoy the Toyota ad, and meeting Riley Batt, OAM, Australian wheelchair rugby player and duel gold and silver medallist at four Paralympic Games.

We’d love to know how this ad made you feel.  Please share your thoughts with us at