Toyota's robotic training partner
A new sponsorship campaign from Toyota sees a series of British Olympians and Paralympians get help from a Human Support Robot as they train for the Tokyo Games.
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- Agency The&Partnership/London
- Production Company MindsEye
- Director Jon Barber
- Executive Creative Director Andre Moreira
- Creative Director Dominic Gettins
- Copywriter Andreas Lefteris
- Producer Dale Chapman
- Executive Producer Charlie Phillips
- Producer Hera King
Toyota has launched a new campaign ahead of the Olympic and Paralympic Games, which starts at the end of this week.
Created by The&Partnership London, the spot features four Toyota ambassadors and Team GB and Paralympics GB athletes: cyclist Laura Kenny, sport climber Shauna Coxey, sprinter Jonnie Peacock and swimmer Alice Tai. The film shows them being sent an HSR (Human Support Robot) to help with their training for Tokyo 2020 but, instead of taking advantage of the advanced robot’s full capabilities, they put it to work doing daily chores, such as walking the dog, ironing and carrying shopping.
The spot was directed by Jon Barber through MindsEye, and The&Partnership worked closely with robotics teams at Toyota and Kings College London to power the robot throughout the production. The HSR is one of Toyota’s robotics concepts now under development as part of the company’s global mission to provide freedom of mobility for all. The Toyota Research Institute is taking the lead in developing advanced technologies that can provide practical help for elderly and disabled people and those recovering from illness or injury.
“In the HSR we found the perfect embodiment of ‘Mobility Partner’ to link to the athletes," said Dominic Gettins, Creative Director at The&Partnership. "It just needed a little human support of its own in the form of creative team, Andreas [Lefteris] and Elson [Rodrigues], Jon Barber, and the programmers at Kings College London, who all worked brilliantly together to develop our robot’s character; advanced, yet spirited.”