Toyota is shifting motorsports excitement into high gear with the launch of "Up to Speed," a new campaign that introduces Toyota Gazoo Racing North America (TGRNA) to a wider audience.
Timed to debut alongside the Daytona 500, this high-energy initiative runs through the entire motorsports season, celebrating the passion, history, and innovation behind every race.
Developed by advertising agency Saatchi & Saatchi and directed by Ben Carter of Whatnot Films, the campaign will comprise nine dynamic commercials.
Currently, three of the nine have debuted.
In a statement, Toyota Motor North America Group Manager of Motorsports Paul Doleshal emphasized the campaign's focus on community and shared experiences.
"With the 'Up to Speed' campaign, we're inviting fans to experience the energy, excitement, and incredible stories that make TGRNA more than just a racing team."
By showcasing the thrill of competition, the teamwork behind Toyota's racing legacy, and the cutting-edge technology that defines TGRNA, "Up to Speed" invites both die-hard enthusiasts and new audiences into the world of motorsports.
Toyota's latest push isn't just about fast cars — it's smart brand marketing.
It keeps motorsports exciting by combining racing legends, anime culture, and fan engagement, reaching beyond traditional audiences.
Under the Hood
The first spot, also titled "Up to Speed," serves as an electrifying introduction to the Toyota Gazoo Racing universe, featuring thrilling moments from various racing circuits under the TGRNA banner.
The spot immerses viewers in the fast-paced world of the brand's motorsports teams, ensuring both longtime fans and newcomers get up to speed with Gazoo Racing.
Another key ad, "Big 3," shines a spotlight on Toyota's powerhouse NASCAR teams: 23XI Racing, Joe Gibbs Racing, and Legacy Motor Club.
Featuring NBA legend Michael Jordan, Super Bowl-winning coach Joe Gibbs, and seven-time NASCAR Cup Series champion Jimmie Johnson, the spot celebrates the unparalleled talent and teamwork that fuel Toyota's success on the track.
Finally, in "Anime to Reality," Toyota blurs the lines between art and speed with a collaboration with artist Kyle Monteiro.
Known for transforming cars into anime-inspired masterpieces, Monteiro's work comes to life as the GR Corolla and Toyota's Grip Series anime project take center stage.
The artist also appeared in a behind-the-scenes video showing the creative process behind painting the custom car that appeared on the spot.
As the season unfolds, six additional spots will be released, each offering a deeper dive into the culture of TGRNA and the unspoken rules and dynamics of motorsports.
Toyota isn't the only automaker making headlines.
Recently, Citroën released a wild ad featuring stunt bears.
