Toyota Captures the Thrill of the Race in Action Packed Spot During Daytona 500

In partnership with Saatchi & Saatchi, JOJX produced Toyota’s latest motorsports spot 'Vroom,” which premiered during The Daytona 500 on February 20th, 2022. Directed by Alessandro Paccini, ‘Vroom’ is a celebration of Toyota’s Motorsports dedication to evoke passion across the product line-up following a successful 2021 campaign and wide-sweeping victories from midget racing to NASCAR and everything in between. 

Saatchi & Saatchi and Paccini’s collaboration brings to life the core concept of how racing unites us regardless of whether we drive a production, dirt track or race car – it brings together fans of all backgrounds, genders, and ethnicities. In the spot we see Team Toyota drivers Christopher Bell, Antron Brown, and Kaylee Bryson behind the wheel of their respective Toyota vehicles alongside everyday motorists driving themselves from one awe-inspiring scenario to the next. 

The spot melds together the thrilling world of racing with the anticipation of waiting for a green light at an intersection, underscored by a chorus of the ‘VROOM’ from revving Toyota engines. The sound of the engines are echoed by a cheering crowd, making the spot feel immersive and evocative, transforming the sounds coming from an array of Toyota vehicles into a galvanising call to action.

“We set out to capture the visceral nature of Toyota Racing and how that same thrill exists whether you are behind the wheel of a race car or your own Toyota vehicle,” said Matt Davis, creative director, Saatchi & Saatchi. “Alessandro’s work jumped out as the perfect choice to bring our idea to life.”

Joe Care, founder of JOJX and the spot’s executive producer says: “Alessandro turned this into a cinematic Hollywood blockbuster, told in just 60-seconds. What makes this spot stand out is that it’s not just about the vehicle, it’s about how the vehicle changes the space around it as well as the driver. It’s got a real Daytona feeling to it - I’m so glad the spot has this platform to make its debut.”

Says Alessandro: “What struck me first as a point of inspiration was the powerful sound of the Toyota engine, how it ripples out, and what that must feel like as a force to be reckoned with both on and off the racetrack. I love creating tense, thrilling moments, where peak excitement is combined with a sense of suspense. With this spot I wanted to build on those moments, ultimately creating the feel of a modern-day western.”

Saatchi & Saatchi is a creative agency known for reimagining what is possible through provocative ideas that grow business. Saatchi has helped landmark clients, such as P&G, T-Mobile and Toyota, reimagine what is possible through limitless creativity and integrated strategy. Part of a global Saatchi & Saatchi network of 114 offices in 67 countries, across the US, Saatchi & Saatchi is rooted in Dallas, Los Angeles, New York and Seattle. 

Alessandro Paccini is a prolific commercial director whose previous spots include world renowned automotive brands Porsche Cayenne Coupe, Audi Sport, Acura NSX, BMW M4, Lamborghini, Jaguar, and Mercedes.