Awesome campaign. Simple and fun. Keep up the good work.

My guess is that they’re targeted toward adult collectors. And I agree with Bob. The four-color spreads make them seem more like spec ads. Maybe they ran in a Hot Wheels collectors magazine, if one exists.

Def. reminds me of ramping my HotWheels as a kid. These seem kind of unfinished, though.

The cars seem like thier hiding. It reminds me of that “Killer Cars” bit Monty Python did…

Dam, I think you nailed it right there. Kids these days don’t really play with simple toys like Hot Wheels anymore.

In an age of electronic games we wanted to remind dads of the fun that a kid can have with the most basic and simple of toys.
they were created as horizontal layouts for various uses throughout the next year or two. for budget reasons we shot as many ideas as we could in two days. all natural light from windows in the two locations.
Great shots by Frank Hoedl at Westside in Toronto.

I’m curious as to what pubs these are running in…has anyone seen them? These are definitely geared toward the parent – my six-year-old wouldn’t take the time to figure out what the ad was about, though he does regularly play with Hot Wheels. But it is very nostalgic – and as a parent, I think I’m much more involved in the toys my kids get than my parents were. And it gives an instant reminder of my childhood and makes me want to provide that same simplicity in play for my kids. Now if I could just pry the PS2 controller or mouse out of their hands.

these ads were created for flexible use throught the next two years in Canada. Presently, they are on trucks and posted at Hotwheel touring events. Soon, they’ll be up in more traditional outdoor locations and magazines.
We thought we’d advertise to Dads because it’s one of the few brands where you could target the kid through the dad. And that’s why we (agency) personally love these ads. thanks for the positive comments.

Having just stumbled onto this site in a search I find this a very intriguing discussion. I have never seen this ad before and I thought I have seen them all. (Hot Wheels ads that is.)
As a world renowned Hot Wheels expert and author, I truly find all of these comments quite interesting to say the least. Only after reading the comments posted, did I see the assimilation. If I saw this ad and didn’t see the Hot Wheels logo in the lower right hand corner, it would not have clicked at all. Actually even with the logo it would have be a stretch.
Point in case, I eat, sleep, and think Hot Wheels all day, every day for the past 38 years and I would have completely missed the point in the ad….
Where was it placed if I may ask?