Toyota Inspires You to Never Throw in the Towel with Spot Starring Paralympian Nelson Crispín

The Juju and Toyota present 'No Tires la Toalla', a campaign that announces the alliance with Colombian Paralympian, Nelson Crispín, and reflects the spirit of improvement.

The spot, starring the athlete, conveys Crispín's discipline, tenacity and resilience - values he shares with the brand. In addition to that, the piece appeals to emotion through a message from his mother that motivates him not to throw in the towel, not to give up and to go for more. This concept was materialised in a towel that was created exclusively to accompany him at the Paris 2024 Paralympic Games and became his flag.

Andrés Norato, CCO and partner of The Juju, explains, “We put ourselves in Nelson's shoes to understand everything he had to live through to be there, representing all those tough Colombians who have never given up and who, like him, were often told that they couldn't - but always went for it. That is why we opted for this colloquial phrase that connects directly with the discipline that is practiced and has also taken Toyota so far."

After the campaign, which can be seen on TV and digital media until next year, and his participation in the Games, Crispín won 3 silver medals for Colombia. This new achievement makes him an emblem that invites us to go for more and don't throw in the towel.  “We are more than proud of Crispín’s success and of our idea of creative communication,” concludes Norato.