Toyota鈥檚 latest campaign, 鈥楶art of Something Greater,鈥 debuted during Sunday鈥檚 NASCAR Daytona 500 Race featuring three thrilling new TV spots. With this creative, Toyota aims to share the message of inclusion, particularly aiming to expand the audience beyond Motorsports fans. The spots below, 鈥楶erks,鈥 鈥楽isterhood of Speed,鈥 and 鈥極rientation Day鈥 all feature celebrated Team Toyota athletes.
A Toyota 鈥渇irst,鈥 the 鈥楽isterhood of Speed鈥 ad spotlights all female Team Toyota drivers and Olympics/Paralympics athletes together in one spot. Team Toyota athletes Isabella Robusto, Toni Breidinger, Alexis Dejoria, Melissa Stockwell, and Alise Willoughby are featured in 鈥楽isterhood of Speed.鈥 These empowered women inspire viewers to experience the thrill of the race. They all filmed at the track together, and for many, it was their first time meeting each other.
鈥極rientation Day鈥 (:60) featuring Martin Truex Jr., Isabella Robusto, Ryan Tuerck and J.R. Todd.
鈥楽isterhood of Speed鈥 (:30) featuring Isabella Robusto, Toni Breidinger, Alexis Dejoria, Melissa Stockwell, and Alise Willoughby.
鈥楶erks鈥 (:15) featuring Fredric Aasb酶.
The ads were created by Saatchi & Saatchi and directed by Kit Lynch Robinson.