• Adweek, Friday, May 20, 2011 10 AM

Mattel's Hot Wheels brand makes miniature cars, but on May 29, before the Indy 500, the company will take a life-sized track with a real car and real driver down a huge ramp and try to break the record for making a jump. Hot Wheels is promoting with a 30-minute special on ABC the day of the race. The 90-second trailer for the show extends its "Hot Wheels For Real" campaign positing a fictive testing facility -- à la the Air Force's Area 51 -- hidden for 43 years, where Hot Wheels has been making outrageous vehicles.

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