Toyota Celebrates the Greatness in Us All for Summer Racing Season

Toyota’s calling all fans who crave the adrenaline, who possess that exceptional spark, who want to be part of something greater, in the all-new motorsports advertising campaign “Scouting for Greater.” The energy-filled creative bursts with themes of overcoming obstacles and adversity while captivating fans' emotions and passion for the sport.

All ages and backgrounds are invited to join Team Toyota drivers as they uncover their greatest potential showcased across seven spirited spots that launch throughout 2024. The creative was developed to welcome emerging fans with the underlying theme of the pursuit of greatness. The campaign flight is divided into three flights: to capture the excitement of the start of the racing season, summer racing, and the playoffs.

The campaign kicked off with 'Scouting Season' at Daytona 500 and will run through November.  A sampling of creative is included below featuring drivers such as: Bubba Wallace, Doug Kalitta, J.R. Todd, Taylor Reimer, Toni Breidinger, Jade Avedisian and, Isabella Robusto.

'Ladylike' gives new meaning to the title with a standout roster of female Toyota drivers featured in the spot. With synergy to 'Sisterhood of Speed' that debut 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. Three spots, 'Ladylike,' 'Ascension' and 'Rain,' launched on May 3rd as part of the summer creative and will run through August.

“I’m really excited to be a part of Toyota’s commercials this year,” said Driver Toni Breidinger. “Growing up, I didn’t see many commercials featuring female racers – or someone who looked like me. Representation is so important in empowering women and minorities. I hope by even catching a glimpse of the commercials, it can leave people feeling validated and encouraged to live boldly.”

The ads were created by Saatchi & Saatchi and directed by Ben Carter from What Not Films.