By Audrey Kemp, LA Reporter

February 22, 2023 | 4 min read

Grounded in the idea of inclusion, Toyota’s Daytona 500 campaign, ‘Part of something greater,’ embraces drivers of all identities, backgrounds and experience levels.

Toyota’s latest campaign, ’Part of something greater’, drifted into the NASCAR Daytona 500 Race on Sunday with three high-energy TV commercials developed by Saatchi & Saatchi.

The work, which includes ’Perks’, ’Sisterhood of speed’, and ’Orientation day’, features both male and female Team Toyota athletes in an attempt to expand the campaign’s audience beyond motorsports fans.

’Orientation day’ follows a man who watched his first-ever race just yesterday. NASCAR champions Martin Truex Jr., Isabella Robusto, Ryan Tuerck and J.R. Todd decide to take him under their wing, giving him all the supplies and literature he’ll need behind the wheel.

Marking a first for the automotive brand, ’Sisterhood of speed’ exclusively spotlights female Team Toyota drivers including Isabella Robusto, Toni Breidinger, Alexis Dejoria, Melissa Stockwell and Alise Willoughby – as well as female Olympics athletes.

Meanwhile, in ’Perks’, three-time Formula Drift champion Fredric Aasbø takes another newbie to the tracks.

The spots were directed by Kit Lynch Robinson, known for his work on the Chris Hemsworth-hosted documentary series Limitless.

Brad Daugherty made history this past Sunday after he became the first Black owner to win the Daytona 500 after driver Ricky Stenhouse Jr. won the longest race in history.

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Agency: Saatchi & Saatchi

Production company: Flipt

Editorial: Camp Lucky

VFX: Rascal Post

Sound design: Source Sound

Audio studio: Harbor Picture Company

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