Toyota Focuses On Overcoming Adversity In Racing Campaign

Toyota is launching a campaign around its racing program with the theme of overcoming obstacles and adversity.

"Scouting for Greater," from Saatchi & Saatchi, invites all ages and backgrounds to join Team Toyota drivers as they uncover their greatest potential.

The creative was developed to welcome emerging fans and is divided into three flights: to capture the excitement of the start of the racing season, summer racing and the playoffs. It will include seven spots total. 

Three spots, “Ladylike,” “Ascension” and “Rain,” launched May 3 as part of the summer creative and will run through August.



The anthem spot “Scouting Season,” which launched in February, already has nearly a half million views on YouTube. It showcases Team Toyota drivers from Toyota’s world of racing with featured vehicles and drivers from each series such as NASCAR, NHRA, Formula Drift, GR Cup and ARCA.

“Ladylike” gives new meaning to the title with a roster of female Toyota drivers featured in the spot. With synergy to “Sisterhood of Speed” that debuted last year during racing season, viewers see familiar faces such as NASCAR ARCA Driver Toni Breidinger and NASCAR and TRD Development Driver Isabella Robusto. Drivers Alexis DeJoria and Jade Avedisian also make an appearance.

With Toyota’s goal of “Mobility for All,” the Toyota Racing team developed an accessible pit box at select NASCAR racetracks. In “Ascension,” viewers see the Toyota-created Mobility Pit Box in action throughout the spot featuring drivers Bubba Wallace, Doug Kalitta, J.R. Todd, Taylor Reimer, Toni Breidinger and Jade Avedisian.

The Mobility Pit Box was inspired by Olympian BMX cyclist Sam Willoughby who suffered a career-ending injury in 2016, which led to his use of a wheelchair. Being an avid motorsports fan along with his wife Alise Willoughby, a Team Toyota Athlete and Olympian BMX cyclist, Sam Willoughby faced pit road wheelchair limitations when attending racing events as a guest.

“During an amazing race weekend experience, the one thing I couldn’t experience was viewing the race from the pit box,” said Sam Willoughby in a release. “Toyota took that to heart and ran with it. A lot of people who have injuries like mine struggle in the heat and so this inspired them to build a fully accessible pit box with air conditioning and a lift. It’s just an amazing experience and it’s going to provide a lot of hope.”

Toyota opened the experience to all NASCAR industry partners and sponsors for their guests to use during race weekends.

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