Some say that without a purpose, a brand is merely a product. Toyota, Taiwan’s premier mobility brand, believes that what they sell is not just vehicles, but a catalyst for societal progress. For years, their ethos has been encapsulated by the motto 'Moving Forward.'

Toyota's brief acknowledges the significant internal and external political and economic challenges facing Taiwan. At this time of unease and stagnation, marked by numerous setbacks, Toyota aims to harness the power of its brand videos to unite and uplift the community. The objective is to motivate people to rediscover their strength and continue moving forward.

We invite the world’s most powerful woman,

Olympic weightlifting gold medalist, Kuo Hsin-Chun,

through her way of finding strength in vulnerability,

she passes on strength to everyone,

despite never having formally learned the skill or how to read music.

In a poignant branded film, she plays the piano for the first time in an advertisement, channeling her vulnerability into melody with the same hands that have lifted the world’s weight. This delicate expression of power sends a message: embracing and confronting our vulnerabilities with courage truly drives the world forward.

What is STRENGTH? Some say it's to command a hundred with a single call. Some say it's to lift the weight of the world. Toyota says, the greatest power of humanity Iles in the courage to face vulnerability! That is the most important engine driving the world forward.

Toyota Taiwan has a proven track record of championing progress, mobility and societal change. As a brand we wanted to show the audience that strength lies within. In a year where the Taiwanese people were living through an election and inevitable change and challenges, how best to reach them but to show them how a loved public figure approaches her vulnerabilities.

We were reaching out to all of Taiwan as a collective community to let them know that our greatest power likes in the courage to face our struggles and challenges. Driving the world forward.

The World's Most Powerful Woman,

Sets Down the Barbell,

Expressing Strength Through Vulnerability on Piano

In an unprecedented ad, this weightlifter showcases the power of confronting vulnerability—the real engine that drives the world forward, embodying Toyota's campaign, "The Strength to Move On."

Her genuine piano melodies articulate the shared experiences of unrest, loneliness, pauses, and failures. Kuo courageously reveals her private memories of pain, illustrating that life, like driving, means moving forward as imperfect scenes slip away with time. Whether in success or failure, let's be each other's strength, maintaining our course, because on the road to success, moving forward is a success in itself.

Amid political challenges and economic stagnation, with a presidential election deadlocked without a majority, people are filled with anxiety and uncertainty about the future. We need "The Strength to Move On."

Toyota invites the world's most powerful woman, Kuo Hsing-chun, to share how she finds strength in vulnerability—by playing the piano, she gently transfers this power to everyone's heart.

In her first advertising appearance playing the piano, Kuo's sincere performance resonates with our collective experiences of setbacks, loneliness, pauses, and failures. Imperfections may fade with time; as long as we keep moving forward, we are already on the path to success, even if it doesn't feel like it yet.

The film was released after Taiwan's presidential election, in an atmosphere where no party won. Its heartfelt message united people and sparked extensive media coverage, achieving over 5,000,000 views, and bringing a positive force to society.