Start Your Impossible The Story Behind Toyota's Paralympic Campaign

Sometimes payoff lines are slogans or catchy phrases that corporations throw around glibly but for many theyre merely words that clutter the advertising and marketing space.

Sometimes though they have a much deeper meaning especially when put in context and having seen it first hand.

In this case its Toyotas Start Your Impossible, the theme behind the automakers recent Olympic and Paralympic campaign aimed at inspiring athletes and spectators alike.

Dr. Gill Pratt, Toyotas Chief Scientist, is the man driving it and it stretches way beyond the Games in order to provide mobility for all, including those with disabilities.

It started in 2017 when he met Sudarshan Gautam, a Canadian mountain climber and actor who in 2013 became the first person to summit Mount Everest without arms and the use of prosthetics.