Everyday people drive everyday cars. Some are ultra-luxury, some not but essentially, they all drive them on everyday roads in an everyday way defined by the road rules. Behind the everyday cars people choose are dream cars – racing cars with future-forward technology that travel at super-fast speeds and perform improbable feats of driving. Super cars that underline the credentials of everyday cars as well as building entourages of fans to their sport.
Toyota’s new racing brand, Toyota Gazoo Racing North America (TGRNA), is enticing everyday people in the US into that realm, introducing Gazoo to North America. It wants people to watch it setting records, making history and sharing the thrill of every victory.
The Saatchi & Saatchi campaign Up to Speed invites fans to go beyond watching from the sidelines and become part of the action. The campaign fosters a deeper connection to the sport of racing across nine high-energy spots that debuted in conjunction with Daytona 500 and will run throughout Motorsports season. The creative emphasises the thrill of being part of something greater and highlights the energy and passion of TGRNA.
The three launch campaign films were directed by Ben Carter of What Not Films.
The first piece of creative, also named Up to Speed, is a fast-paced introduction to the excitement of TGRNA.
Big 3 highlights Toyota’s powerhouse NASCAR teams: 23XI Racing, Joe Gibbs Racing, and Legacy Motor Club featuring NBA legend Michael Jordan, Super Bowl-winning coach Joe Gibbs, and seven-time NASCAR Cup Series champion Jimmie Johnson. The spot reveals the talent and teamwork that defines Toyota’s NASCAR legacy.
Anime to Reality blurs the lines between art and speed. This spot celebrates Toyota’s collaboration with artist Kyle Monteiro, known for transforming cars into anime masterpieces.
“Motorsports is about more than just competition – it’s about connection, passion and being a part of a community that celebrates every win together,” sstaed Paul Doleshal, group manager, motorsports, Toyota Motor North America. “With the Up to Speed campaign, we’re inviting fans to experience the energy, excitement and incredible stories that make TGRNA more than just a racing team.”
As the season progresses, six additional spots will be released.
