Over 13 years ago, Toyota decided this is a story worth telling. And the venue the company chose for doing so is just as American as the message: NASCAR.
“We’re a car company. What better way to promote our brand than in racing?” says Laura Pierce, general manager of motorsports and asset management for Toyota Motor North America. “We can showcase our car performance and, of course, our engineering capability, so there’s a great opportunity there.”
In 2007, Toyota entered into NASCAR.
NOTE: This work was done while freelancing at Saatchi & Saatchi | LA