Hot Wheels Stunt Impresses

Kudos to Mattel for pulling off an amazing stunt as part of a successfully repositioned Hot Wheels brand. On Sunday, May 29, as part of "IZOD Presents Hot Wheels Fearless at the 500™," Team Hot Wheels™ Yellow Driver Tanner Foust successfully landed a ramp-to-ramp distance jump of 332 feet. Foust, a three-time X Games gold medalist and professional stunt driver smashed the previous world record by an impressive 31 feet at the 100th anniversary of the Indianapolis 500.

"Fans witnessed not only a record-breaking jump today, but also an incredible childhood fantasy come to life which engaged multiple generations," said Simon Waldron, vice president of marketing for Hot Wheels®. "Hot Wheels has a deep and rich history in racing that spans over 40 years and there was no better global stage than the Indy 500 to create this once-in-a-lifetime experience."

AdWeek talks here about the marketing behind the move and shows the very cool commercial:

I remember a time when Hot Wheels was struggling as the #2 mini vehicle brand in the US and the #3 brand in Canada. I was proud to play a small part in the repositioning of the brand that led to its eventual return to the top spot.