Hot Wheels*

For our campaign, we wanted to take a different route and target adults, playing off of the midlife crisis phenomenon of buying a new sports car. Arriving in the middle of your life is an overwhelming experience that increases the urgency to reevaluate the trajectory of your life. While reflecting on your past years and looking forward to the decades ahead of you is not necessarily bad, it can sometimes have financially draining consequences. With Hot Wheels’ first debut in 1968, the toy car brand has successfully retained its relevance and low prices – making the midlife crisis purchase less impactful and regretful for adults considering purchasing a new, youthful car.