The odds of winning a Paralympic gold medal are almost 1 billion to 1. Lauren Woolstencroft beat the odds to win eight Paralympic gold medals. Eight! She don't care about your odds. Since Toyota actually make high tech robot leg braces and other items used by disabled people, and are sponsors of the Paralympics this ad doesn't feel like its tacking on a social issue for brownie points. Toyota are actually engaged here, and that makes all the difference.

Ad agency: Saatchi & Saatchi


about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.