HOT WHEELS ELITE^TM LAUNCHES NEW GLOBAL ADVERTISING CAMPAIGN.

August 6, 2010

Hot Wheels Elite^TM announces the launch of its new global advertising campaign. The campaign reflects the brand experiential approach and commitment to making collectors’ dreams come true.

Driven by the brand pay-off “Be Part of It”, the new print campaign visual shows a 458 Italia model set down on the garage area of a blueprint-style floor plan. The word “floor” on the headline is scratched out and replaced with “LIFE,” to compare owning a Hot Wheels Elite^TM model to a real Ferrari. The key aspirational message is that Hot Wheels Elite^TM brings dream cars, true luxury, and the spirit of competition to life.

The web version focuses on the unforgettable shape of the 458 Italia model car and represents it in an elegant context—keeping in line with the brand’s core values.

The campaign will run in specialized magazines and on websites and will cover the second half of the year beginning in August.