In a press release from this morning, Toyota announced a new ad campaign just in time for the start of the 2016 Olympic Games in Rio. Centered on the theme of teamwork, the campaign stars Team Toyota athletes Summer Sanders and Amy Purdy and aims to encourage people to come together in the spirit of friendship and fair play through the simple act of holding hands.

The new campaign will kick off tonight with a 60-second commercial during NBC's broadcast of the Olympic Opening Ceremony, and will include outdoor advertising as well as social elements centered around the teamwork theme. During the TV spot, Toyota will announce a call to action in support of the United Way. For every person who creates a video of people joining hands and shares it using the campaign hashtag, #LetsJoinHands, Toyota will donate $20, up to $250,000.

“Teamwork is ingrained in Toyota’s DNA – it’s a founding principle,” said Jack Hollis, group vice president of marketing, Toyota Motor Sales, U.S.A. “We believe, as our founder did, in the ‘power of togetherness’ and athletics is an amazing example of the power of teamwork. While we do not compete at the highest levels of sport on the playing field, we celebrate the spirit of collaboration every day, whether it is within the walls of Toyota, or in our interaction with our guests.”

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