Paralympians are some of the greatest athletes on the planet. However,  a new campaign from Toyota shows that away from their sport, these incredible athletes face the same everyday challenges as everyone else.

Building on Toyota’s Global platform, Start Your Impossible, a series of new idents sees ParalympicsGB athletes, Jonnie Peacock, Kadeena Cox, Laurie Williams and Robyn Love poke fun at life’s challenges.

The campaign, ‘Impossible vs. Impossible’ has been created with the help of T&Pm. The strategy was born out of extensive research conducted within the disabled community. The campaign aims to show that there is much more to being a Paralympian than being an athlete. Much like everyone else the athletes face impossible everyday situations, outside of winning in their sport.

A hero sees Paralympians poke fun at the challenges. Opening with sprinter Kadeena Cox she looks to the camera to say: “Breaking records, not impossible,” but as she sits around a dinner table with her raucous family she turns to the audience to add: “but getting a word in with this lot!”. Audiences also see basketballer Laurie Williams make history on the basketball court, stating: “Making paralympic history, pretty tough” yet as the camera cuts to her at home with a screaming baby, her partner says: “But getting used to dirty nappies…”

Other ident spots see the Paralympians poke fun at scenarios such as struggling to keep up with dogs on a walk, washing up while making food and beating young relatives at video games.

“We’re used to seeing Paralympics GB athletes achieving extraordinary feats of athleticism at the Games, but away from their sports and competing for gold, they face the same everyday challenges as all of us. Be it dealing with dirty nappies, washing up dishes before bedtime, or taking excited dogs for their walk, Toyota celebrates these moments in life we can all relate to and supports all people to go beyond their impossible,” explains Rob Crilley, Senior Manager of Brand Strategy at Toyota Great Britain.

Using humour to celebrate the achievements of Paralympic athletes whilst challenging audience perceptions, the spots are relatable and playful whilst also nodding to the role of mobility solutions in everyday life.

In keeping with Channel 4’s commitment to making its coverage of the Paris 2024 Paralympic Games the most accessible yet, the sponsorship idents have been versioned with burnt-in subtitles and sign language. An approach which ensures they are as inclusive as possible.

Through humour and relatability, the campaign successfully showcases the lives of the athletes outside of sport, whilst celebrating their everyday and extraordinary achievements.