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Toyota currently sponsors drivers that participate in the National Hot Rod Association (NHRA). At the end of the 2015 season, Toyota asked Saatchi & Saatchi LA to produce a print ad to thank the drivers and commemorate a championship winning season. The ad ran in National Dragster.
The client was very open to new ideas and wanted us to come up with something “cool, different, and visually appealing” that featured all nine Toyota drivers. Our idea was to feature each driver heroically in a series of letters that formed the word 'GREATNESS.' To visually capture the sensory overload that is drag racing, we surrounded them in nitrous fumes, tire smoke and burnt rubber.
The client was so pleased they ordered a limited run of poster-sized reprints for the drivers to autograph.