On 20 February, during NASCAR’s Daytona 500, Toyota premiered an action-packed, high-octane commercial called ‘Vroom’ across TV and online platforms to celebrate the auto giant’s motorsport heritage.
Created with agency Saatchi & Saatchi, produced by JOJX and helmed by Director Alessandro Paccini, the passionate spot seeks to champion Toyota’s dedication to racing success – from midget racing to NASCAR and everything in between.
At the core of the campaign is the concept that racing unites the company, its employees, customers and race fans – whether they production models, dirt track vehicles or high-spec racing cars – it brings together people from all backgrounds, genders and ethnicities.
The spot features Team Toyota drivers Christopher Bell, Antron Brown and Kaylee Bryson behind the wheel of their respective Toyota race cars alongside everyday motorists and moves through several exciting and inspiring settings. It blends the thrill of racing with the anticipation of waiting for a green light at an intersection and is underscored by a ‘Vroom’ chorus of revving Toyota engines echoed by cheering crowds.
“We set out to capture the visceral nature of Toyota Racing and how that same thrill exists whether you are behind the wheel of a race car or your own Toyota vehicle,” explained Saatchi & Saatchi Creative Director Matt Davis. “Alessandro Paccini’s work jumped out as the perfect choice to bring our idea to life.”
“What makes this spot stand out is that it’s not just about the vehicle, it’s about how the vehicle changes the space around it as well as the driver,” said JOJX Founder Joe Care. “It’s got a real Daytona feeling to it – I’m so glad the spot has this platform to make its debut.”
“What struck me first as a point of inspiration was the powerful sound of the Toyota engine, how it ripples out, and what that must feel like as a force to be reckoned with both on and off the racetrack,” commented Director Alessandro Paccini. “I love creating tense, thrilling moments, where peak excitement is combined with a sense of suspense. With this spot I wanted to build on those moments, ultimately creating the feel of a modern-day western.”
Comment
This 60-second cinematic spot feels exciting, immersive and evocative and smartly transforms the noises from a wide range of Toyota vehicles into a galvanising call to action.
The campaign broke at the start of the 2022 NASCAR Cup Series: a 36-race, 10-month competition with began on 6 February and moved into top gear with the 17 February Dual at Daytona and flagship 20 February Daytona 500.
Several teams run Toyota Camrys in the NASCAR Cup series including 23XI Racing, Gaunt Brothers Racing, Joe Gibbs Racing, and MBM Motorsports.
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