Hot Wheels For Real I:
Fearless at the 500

For the global, Fearless At The 500 campaign, Hot Wheels was transformed a toy brand into an entertainment property. Mistress introduced Team Hot Wheels, an anonymous group of world-class drivers and a backstory about the Hot Wheels Test Facility. They were brought to life with a world-record vehicle jump on a life-sized Hot Wheels track at the Indy 500, a 30-minute TV show on ABC, merchandising, a web series and new toy lines for the existing base. The world-record jump has been viewed over 100 million times and the unveiling of the Yellow Driver on Facebook led to an increase of 200,000 fans.

https://mistress.agency/wp-content/uploads/2015/06/logo_mattel.jpg
Mistress_HotWheels_Fearless500_WorldRecord_VideoThumbnail

Hot Wheels Episodic Series

Instead of a traditional ‘making-of’ approach we framed the story around the making-of the World Record jump around the mythical backstory of the Hot Wheels Test Facility .

Act One delved into the secret history of the HWTF with interviews from fictional characters as well as cameos from real drivers.

Acts Two and Three pretended to beam in “live” from Test Facilities in the key Hot Wheels markets of the UK and Brazil, and Act Four then showed the jump from Indy which was shot and edited in real-time, just hours before. But, just as the driver was about to unveil himself the show ended, pushing the audience to Facebook where, if you liked the page, his identity was revealed.

Acts Two, Three and Four of the TV Show can be viewed here.

Mistress_HotWheels_Fearless500_Episode01_VideoThumbnail

 

Mistress_Website_Hotwheels_Indie500_TeamHotWheels

Mistress_Website_Hotwheels_Indie500_DoorDiagram
Mistress_Website_Hotwheels_Indie500_ToyTruck

 

Hot Wheels Targets Boys of All Ages

As part of the original Hot Wheels For Real campaign Mistress and Mattel created the first ever ad in the 41-year-history of the Hot Wheels brand targeted at adults.

Mistress_HotWheels_Fearless500_CaseStudy_VideoThumbnail

​Hot Wheels Indy 500 Case Study
For the global, Fearless At The 500 campaign, Hot Wheels was transformed a toy brand into an entertainment property.
Hot Wheels Advertising Case Study

​​Hot Wheels for Real: Fearless at the 500 Episode 1
Mistress introduced Team Hot Wheels, an anonymous group of world-class drivers and a backstory about the Hot Wheels Test Facility.
Hot Wheels For Real Episode 1

​​Hot Wheels Ad
The world-record jump has been viewed over 100 million times and the unveiling of the Yellow Driver on Facebook led to an increase of 200,000 fans.
Hot Wheels Retargeting Campaign