The sports categories selected for this campaign were Freestyle Moguls, Ski Jumping, Skeleton, and Figure Skating. An effort was made to transcend the two-dimensional world of the newspaper: How do we let the readers see through the eyes of the athletes? Categories and specific techniques were chosen after repeated discussions regarding visual impact, attraction for readers, etc.

This campaign had a positive effect on TV ratings. Most notably, 31.8% of viewers tuned in to watch a 6:00 AM broadcast of the Figure Skating competition (the average percentage for this hour is 6%). In addition, Toyota’s Brand Affinity ratings increased by 4% as a result of these ads.