Hot Wheels today a new brand campaign, “Challenge Accepted.” The campaign showcases how the challenges Hot Wheels provides to kids help them to build the skills and confidence they need to take on the world.
To launch the campaign, a new film, created by BBDO San Francisco for the Mattel-owned brand, focuses on a mother and son, and draws parallels between play and reality to convey that life is full of challenges that build resilience and champion the challenger spirit in every kid. It emphasizes how Hot Wheels is more than a source of fun, but also a great way to learn important life skills.
“Hot Wheels has remained a beloved brand for nearly 50 years. Car play is an intuitive play-pattern which has contributed to Hot Wheels’ success as the number-one selling toy in the world,” stated Chris Down, SVP and global brand GM at Hot Wheels.
“We aim to nurture the ‘challenger spirit’ in all kids by encouraging them to try, fail and repeat to achieve success. Our Challenge Accepted campaign does exactly this in an unexpected and exhilarating way.”
The campaign will launch during NBC’s American Ninja Warrior and will be supported by a 360-degree marketing effort that will include television, cinema, social and digital.