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Hot Wheels Transcends Play and Reality in ‘Challenge Accepted’

Campaign by BBDO San Francisco communicates the benefits children will experience from playing with the toys

Hot Wheels Transcends Play and Reality in ‘Challenge Accepted’

Mattel, a global learning, development and play company, today announced a new Hot Wheels brand campaign, in partnership with BBDO San Francisco, titled “Challenge Accepted.” As today’s parents are focused on finding products and services that help their children grow and develop, Hot Wheels is rethinking its marketing to better communicate the benefits of its products directly to parents. The new campaign showcases how the challenges Hot Wheels provides to kids help them to build the skills and confidence they need to take on the world. 

To launch the campaign, a 60-second video focuses on a mother and son, and draws parallels between play and reality to convey that life is full of challenges that build resilience and champion the challenger spirit in every kid.  It emphasizes how Hot Wheels is more than a source of fun, but also a great way to learn important life skills.

“Hot Wheels has remained a beloved brand for nearly 50 years. Car play is an intuitive play-pattern which has contributed to Hot Wheels’ success as the number-one selling toy in the world,” said Chris Down, Senior Vice President and Global Brand GM, Hot Wheels, “We aim to nurture the ‘Challenger Spirit’ in all kids by encouraging them to try, fail, and repeat to achieve success.  Our ‘Challenge Accepted’ campaign does exactly this in an unexpected and exhilarating way.” 

The campaign will launch during NBC’s American Ninja Warrior to reach a co-viewing, parent and child, audience and will be supported by multi-year 360-degree marketing effort that will include television, cinema, social and digital. 

Brand: Hot Wheels

Advertiser: Mattel

Creative Agency

Strategist: Heidi Keel (Comms), Jose Higuera (Snr.)

Managing Director: Marc Burns

Head of Strategy: Tim Millar

Group Account Director: Kim Fredkin

Executive Producer: Patti Bott

Creative Director: Page Kishiyama, Timothy White

Creative Agency: BBDO San Francisco

Copywriter: Timothy White, Aaron Gough

Chief Creative Officer: David Lubars (Global), Matt Miller (SF)

Business Affairs: Danielle Ivicic

Art Director: Page Kishiyama, Tu Phan

Account Executive: Alexandra Hamill

Music and Sound

Sound Engineer: Matt Miller

Sound Design: LIME

Music Supervision: MassiveMusic

Creative Director: Ben Einziger


Editor: Chan Hatcher

Edit Company: No. 6 Post

Post Production / VFX

VFX Supervisor: Paul O’Shea

Post Production House: SHED

Colourist: Billy Hobson

Production Company

Production Company: Tool of N. America

Director: Erich Joiner

Category: Sports and leisure , Toys

Genre: Comedy , Stunts