H/L Partners with Toyota and the Olympics to “Cancel the Quit” for Northern California

Independent media and ad agency H/L has been tapped by Toyota, the official partner of this year’s Summer Olympics, to bring its latest campaign to life for Northern California. Starring renowned athletes from Team USA’s past and present, Toyota’s campaign surrounding this global event aligns itself with Olympic and Paralympic competitors’ commitment to seeing success as a journey, not a destination. The campaign, commemorating this athletic mindset and starring local Team USA athletes, is aptly titled “Cancel the Quit,” speaking to Olympian achievement and perseverance and bringing the message of Toyota’s worldwide Olympic partnership home to the greater NorCal area.

Narrated by gold medallist Summer Sanders, the film is the first of H/L and Toyota’s ‘Cancel the Quit’ effort, with additional films arriving as the Olympics draw nearer. H/L helmed every element of this campaign, from ideation through production, post-production, and media placement in local markets, tapping into every department across the agency to adapt, meet tight timelines, and deliver high-calibre work. Produced through H/L’s in-house production studio Wolf House, the films are directed by Carlo Silvio and highlight Olympic athletes who live, work, or attend school in Northern California. Through this conscious casting, H/L builds brand affinity for Toyota while getting to know these Olympic heroes and celebrating their storied athletic past as enthusiastically as their prospective achievements.

Head to Little Black Book for more!