Car manufacturer Toyota has unveiled a light-hearted series of ads to showcase its sponsorship of Channel 4’s coverage of the 2024 Paralympic Games.

Developed in partnership with creative agency T&Pm, the creative features a range of Paralympic stars including Jonnie Peacock, Kadeena Cox, Laurie Williams and Robyn Love.

‘Impossible vs Possible’ draws humorous parallels between the superhuman feats achieved by Paralympians during competitions and the regular trials and tribulations of daily life, such as changing nappies or keeping up with overexcited pets.

“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,” Toyota GB senior manager brand strategy Rob Crilley said.

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“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.”

This latest creative builds on the Japanese brand’s ongoing ‘Start Your Impossible’ brand platform, centred around its sponsorship of the Olympic and Paralympic Games.

T&Pm creative director, Dan Northcote-Smith added: “This campaign lands towards the end of a massive summer of sport so it was important to cut through the hyped up world with insight and humour. Thankfully we had four amazing athletes who were open, collaborative and most of all very funny.”