The COVID-19 changed the world, that’s for sure. To the point that even an event that promotes the positive values of brotherhood, peace and sport, such as the Olympics, can have negative connotations. The Toyota brand, in fact, has confirmed that it no longer intends to broadcast advertising videos in Japan made specifically for the 2020 edition of the Olympic Games, which will take place in Tokyo.. Furthermore, President Akio Toyoda will no longer participate in the opening ceremony of the Games which will take place on Friday 23 July 2021.
The executives of the Japanese brand, which is and will remain one of the main sponsors of the Olympics, they don’t intend to show the brand too much as they fear getting negative publicity within local boundaries. The infections, the decision to carry out the races behind closed doors, the money spent on infrastructures and the general situation have led to various opposition to the demonstration among the resident population.
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The head of communication of the Japanese car manufacturer, Jun Nagata, explained that a series of films had been produced containing different messages related to various prominent athletes. However, they will not be used, because according to him “the message is no longer aligned with the current situation“. The Tokyo Olympics will be remembered, already now, for the lack of contact between the public and the athletes: they will remain a golden opportunity for athletes of different sports, looking to crown their commitment over four years, but nothing More. Only the televisions will be able to obtain some advantages, given the closed stands.
Nagata, however, added, according to the Ansa agency, that Toyota will continue to support all sportsmen involved in the Games and that it will regularly provide its cars during the organization of the event. In short, it will be a backstop with respect to what was expected. Another hard blow to the image for the Olympic organizing committee, forced to operate in conditions never seen before in the history of sport.