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Saatchi LA Appeals to NASCAR Fans with Toyota Sponsafier Challenge

As part of the Daytona 500 festivities, Saatchi LA launched the third round of its challenge dubbed the “Toyota Sponsafier,” where racing fans can design their own NASCAR Sprint Cup car.

To promote the site, Saatchi concocted a campaign featuring fans daydreaming of what it would be like if they had a day to spend with their favorite racer. The spot above entitled “Bromance” features Kyle Busch, Martin Truex, Jr., and Darrell Waltrip. Along with this spot comes two additional commercials featuring the likes of Joey Logano, Joe Gibbs and Denny Hamlin to further drive home the daydream concept.

In regards to the website, fans can create as many car designs as they’d like and share their work on social networks to collect as many votes possible before March 20th, when the public will vote on the top 10 designs. From there, a final round of public voting and a panel of judges comprised of Toyota executives and NASCAR personalities will select the grand prize winner who will receive a prize pack consisting of Toyota Racing gear (yip yip) aaaand, will receive a visit from his or her favorite Toyota NASCAR driver, thus bringing their fantasies to reality. Check out the other spots after the jump.


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