To leverage its three-team tilt at the 2021 NASCAR Cup Series, Toyota Racing premiered a new short film called ‘The Dream’ which features driver Bubba Wallace and which seeks to encourage everyone to pursue their dream, no matter the challenge.
The auto marque’s film tells the story of a young, African-American girl looking to achieve her dream of becoming a race car driver and follows her as she battles back from adversity and overcomes challenges along the way.
The story is inspired by the historic September 2020 victory by 19-year old Gracie Trotter (a Toyota Racing Development Driver) which saw her became the first female driver to win an ARCA-sanctioned race in September, and also by Bubba Wallace’s return to the Toyota family.
The creative features references to Jordan’s new team (via his famous Chicago Bulls jersey number 23) and includes plenty of Toyota product shots such as its Camry model and its Tundra (which competes in the NASCASR Truck Series), references to current Joe Gibbs Racing star driver Kyle Busch and
A 60-second cut-down version of the short featured on Fox during the Daytona 500 broadcast.
The complete film was produced in harness with whatnot Films (based in Jordan’s home town of Charlotte, North Carolina) and runs across the Toyota Racing social channels of Twitter, Facebook and YouTube.
The auto giant’s campaign leverages spiking interest around the 14 February start of the NASCAR Cup Series at the Daytona 500 and fan/media interest in Wallace, the grid’s only black driver and the face of the new 23XI Racing Team.
The Michael Jordan/Denny Hamlin team, the first black owned NASCAR outfit, made its debut at the 63 running of the Daytona 500 and the Toyota campaign uses the occasion to encourage America youth to find their dream and pursue it.
“To be back with Toyota this season and be a part of the Toyota Racing family means a lot to me,” said Bubba Wallace, driver of the No 23 DoorDash Toyota Camry for 23XI Racing.
“What they do on the track is top-notch, but it goes beyond the track too. It’s really cool to be a part of things like ‘The Dream’ and their initiatives off the track that aligns with my own beliefs and how I want to influence the next generation. ‘The Dream’ show others, no matter the circumstances or who you are, to keep fighting and follow your dreams. It may not always be easy, but it will be worth it. It’s a pretty special piece. It’s inspiring, emotional and something that I’m proud to be a part of.”
“Toyota’s commitment to diversity in motorsports aligns with our overall corporate commitment of respect for people,” said Toyota Motor North America Group Motorsport Manager Paul Doleshal. “This film is something we’re all extremely proud of and is a small reminder for everyone to find their dream and pursue it regardless of the challenges that might be in their path. We will continue to look for ways to bring this film to life and help to encourage young people to pursue their passions, especially if that leads them to this great world of motorsports.”
‘The Dream’ film campaign debuted a week after Toyota USA first 2021 NASCAR related activation called ‘Catch The Excitement’.
Rolling out across TV and online platforms from 8 February, a week ahead of the 2021 Daytona 500, the 60-second spot features NASCAR star Kyle Busch and links the on-track excitement to the street of America.
The message is based around Toyota Racing driving a wave of excitement for fans and drivers everywhere and aims to spread the excitement ‘from our Toyotas to yours – once you catch the excitement of Toyota Racing, it never stops’.
Comment:
Toyota was founded in 1937 and only entered motor sport in the early 1970s. But since then it has been heavily involved in a wide range of activities and series from Formula One and the World Rally Championships, Super GT and IndyCar, to its own Toyota Racing Series as well as NASCAR.
Toyota races the Camry in NASCAR’s Cup Series, the Supra in the Xfinity Series and the Tundra in the Truck Series and for the 2021 Cup Series it is partnering with three teams: the four-car Joe Gibbs Racing team, the small Gaunt Bros outfit and the new Jordan/Hamlin/Wallace 23XI Racing Team.
Toyota supports several drivers of various ethnicities across its motorsports platforms: including NHRA Drag Racing Series JR Todd, Antron Brown and Alexis DeJoria, plus Formula DRIFT drivers Jhonnattan Castro and Ken Gushi, plus Toyota Racing Development drivers Gracie Trotter and Kaylee Bryson.
Toyota Racing’s US campaign rolled out in parallel with Wallace’s 23XI Racing Team’s inaugural promotional work marking the team’s NASCAR debut at Daytona.
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Links:
Toyota Racing
whatnot Films
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