Toyota debuted its latest sport and racing related campaign, ‘Part of Something Greater,’ during NASCAR’s 2023 Daytona 500 (on 19 February) with a message of inclusion and an objective to grow its audience amongst motorsport fans and a wider audience.
Created for the auto outfit’s Toyota Racing division by agency Saatchi & Saatchi and helmed by Director Kit Lynch Robinson, the campaign launch phase revolved around three new TV spots – ‘Perks,’ ‘Sisterhood of Speed’ and ‘Orientation Day’ – all of which feature Team Toyota athletes.
The first film to be released ahead of the race weekend was a 15-second spot titled ‘Perks’ which featured drift racing driver Fredric Aasbø and was based on the idea that there’s nothing like getting a brand-new company car on your first day at work – especially when you’re a new member of the Toyota Racing team.
Then the 60-second ‘Orientation Day’ film dropped online on 16 February and featured Toyota Racing drivers Martin Truex Jr, Isabella Robusto, Ryan Tuerck and JR Todd.
Aiming to empower women and inspire viewers to experience the thrill of racing, the all-female ‘Sisterhood of Speed’ commercial rolled out a day later on 17 February. It shines a spotlight on women athlete endorsers featuring Team Toyota drivers, Olympians and Paralympians: these include Isabella Robusto, Toni Breidinger, Alexis Dejoria, Melissa Stockwell and Alise Willoughby are featured in ‘Sisterhood of Speed’. These powerful and skilled women from Toyota Racing were all filmed at the track together and, for most, it was their first time meeting each other.
The campaign was created for and briefed in by a Toyota marketing team which included Lisa Materazzo, Mike Tripp, Tony Mueller, Paul Doleshal, Mike Pricer, Brent Marrero, Mandy Underwood and Elsie Cardenas.
The creative agency group at Saatchi & Saatchi working on the project included Chief Creative Officer Jason Schragger, Executive Creative Director John Payne, Creative Director Matt Davis, Art Director Matt Kern, Copywriter Nicholas Vukasovich, Chief Production Officer Lalita Koehler, Group Director Dogan Dattilo, Director Of Productions Pam Parsons and Rodrigo Vargas, Content Producers Erica Taylor, Katarina Tomaszewicz and Milan Del Nero, Coordinator Tanisha Edwards, Managing Director Al Reid, Managing Director Erica Baker, Partner Bryan Desena, Operations Tracy Yagi, Partner Carissa Conteh, Operations Natasha Walker, Manager Keith Allen, Manager Andre Cain, Chief Strategy Officer Mark Turner, Planning Director Kathleen Kindle, Strategic Planners Amaya D’Amico and Tyler Koke, Product Directors Michael Matsumura and Reepak Lal, Communications Director John Lisko, Media Directors Tom Scott, Leah Rotti and Tony Shan, Media Manager Kelli Wong, Media Directors Monique Bloom and Arielle Bevan, Group Director Jana Hartline, PR Director Kimberly Harms, Media Director Emi Fitzgerald, Manager Ava Batansky, Traffic Officers Nadzyah Guillermo and Reggie Holling, plus Business Affairs Manager Zaki Hashem
The production company was FLIPT with Executive Producers Philippa Thomas and Trent Simpson, Producer Jon Dino, Production Supervisor Chris Sararo, Director Kit Lynch-Robinson and Director Of Photography MacGregor.
Post production and VFX was by Rascal with Colourist James Bamford, Producer Jai Durban, Flame Artist John Thornton, Creative Director Gareth Brannan, VFX Lead Jasmine Lewis-Humphrey, Flame Artist Edwin So and Nuke Artist Mikael Theander.
Editorial was run through Camp Lucky with Executive Producer Jessice Berry, Editor Marc Stone and Edit Assistant Cate Hauder.
Music and sound was handled by Butter Los Angeles, SoStereo, Megatrax, CAYA, Harbor Picture Company with Glen Landrum and Lauren Boyle.
Comment
Toyota is one of three current approved car manufacturer and engine designs currently approved by NASCAR alongside Chevrolet and Ford and in the 2023 Daytona 500 it was Stenhouse Junior’s Chevy which took the chequered flag while C Bell was the highest placed Toyota Camry driver finishing in third spot.
Toyota had raced in many different US racing series since the 1960s and started to build cars in the USA in 1986 and the Japanese auto giant first joined NASCAR in 2004 after decades of the series being the exclusive domain of US domestic car manufacturers (particularly Ford and General Motors).
Indeed Toyota Racing Development (TRD) designs, develops, tests and builds its own bodies and engines for the six cars of elite NASCAR Cup Series teams (including Joe Gibbs Racing and Furniture Row Racing) and its star drivers include Martin Truex Jr and Kyle Busch.
Around the world, Toyota Racing participates in the Toyota Racing Series, Super Formula, Formula Three, Formula Drift, NHRA, USAC, Super GT, NASCAR, the WRC and the WEC.
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