Toyota’s calling all fans who crave the adrenaline, who possess that exceptional spark, who want to be part of something greater, in the all-new motorsports advertising campaign Scouting for Greater.

The energy-filled creative bursts with themes of overcoming obstacles and adversity while captivating fans' emotions and passion for the sport.

All ages and backgrounds are invited to join Team Toyota drivers as they uncover their greatest potential showcased across seven spirited spots that launch throughout 2024. The creative was developed to welcome emerging fans with the underlying theme of the pursuit of greatness. The campaign flight is divided into three flights: to capture the excitement of the start of the racing season, summer racing, and the playoffs.

Toyota – Scouting Season

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The campaign kicked off with Scouting Season at Daytona 500 and will run through November. 

A sampling of creative is included below featuring drivers such as: Bubba Wallace, Doug Kalitta, J.R. Todd, Taylor Reimer, Toni Breidinger, Jade Avedisian and, Isabella Robusto.

The anthem spot  Scouting Season launched in February, timed with Daytona 500, and showcases Team Toyota drivers from Toyota’s world of racing with featured vehicles and drivers from each series such as, NASCAR, NHRA, Formula Drift, GR Cup, and ARCA to name a few. 

The Toyota Racing: Scouting Season ads were created by Saatchi & Saatchi and directed by Ben Carter from What Not Films.