• by Tanya Gazdik , February 23, 2023

Toyota USA and NASCAR both launched new creative during the recent NASCAR Daytona 500 race.

Toyota’s “Part of Something Greater” from AOR Saatchi & Saatchi features three ads. With this creative, Toyota aims to share the message of inclusion, particularly aiming to expand the audience beyond motorsports fans, according to the automaker.

The spots, “Perks,” “Sisterhood of Speed” and “Orientation Day” feature celebrated Team Toyota athletes including Fredric Aasbø, Martin Truex Jr., Ryan Tuerck, J.R. Todd, Melissa Stockwell and Alise Willoughby.

A Toyota first, the “Sisterhood of Speed” ad spotlights all female Team Toyota drivers and Olympics /Paralympics athletes together in one spot. The women aim to inspire viewers to experience the thrill of the race. They were filmed at the track together, and for many, it was their first time meeting each other. 

NASCAR celebrates its 75th anniversary with an effort showcasing the sport’s past, present and future, developed with agency partner 77 Ventures Creative. 

As an ode to NASCAR’s evolution, “Anthem” debuted as part of a special pre-race moment during Fox’s telecast of the Daytona 500 Feb. 19.

The 60-second spot races through NASCAR’s evolution from its beach beginnings to becoming America’s No. 1 motorsport, anchored by a No. 75-branded car that sheds its skin to reveal race cars from different eras.

The spot combines original footage, historical highlights and reenactments, and computer-generated imagery to recreate some of the sport’s most memorable moments.

“Anthem” will be followed in the spring by a “Present” spot showcasing the stories of today’s young stars. A “Future” spot, to be focused on the potential that lies ahead, will break later in the summer.