Aussie expats Harris and Eley over the moon as Hot Wheels' Indy 500 jump most watched video on YouTube with over 2.8 million hits in two days
UPDATED: Aussie expats Scott Harris and Damien Eley, principals of LA based agency Mistress, who created the latest spectacular campaign for Hot Wheels, are over the moon with the impact of the Hot Wheels World Record Jump attempt at the Indy 500 on the weekend.The Indy 500 jump set a new world record and is currently the most watched video on YouTube with over 2.8 million hits in two days.
The campaign has had over 795 million impressions since it launched in February.
VIEW THE JUMP
Here's an interview with the driver that shows all the behind-the-scenes testing.
The Hot Wheels for Real campaign is currently running globally and the first ever aimed at adults in the 43 year history of the brand.
VIEW THE SECRET FACILITY SPOT
VIEW THE IMAGINE SPOT
VIEW THE YELLOW D SPOT
The launch of Team Hot Wheels is Mistress's first work as part of a global repositioning for Mattel's Hot Wheels brand.Team Hot Wheels is an anonymous group of the world's most famous race and stunt drivers assembled to take motorsport to a new level. Engineers from the Hot Wheels test facility build and design incredible vehicles from the ground up - Team Hot Wheels then tests them on real, life sized Hot Wheels car stunts.
VIEW THE TEAM HOT WHEELS SPOT
Mistress LA, started up by ex BMF Sydney and Mother London creatives Damien Eley and Scott Harris, is based right on the beach in LA's Venice.
I just threw out my entrire Hot WHeels collection, in the bin, in digust thanks to this unspeakably awful shithouse advertising wank shite. And I watched them all in hope of seeing something there, somethign, please,, but no!!!!
PLease don't post any more 'work' like this, for the love of god, it.makes.me.want.to.die.
Given the average age of award judges, I would say that Hot Wheels only ever advertise to adults.
wow 9:26,
How dramatic are you? Did you really throw your entire collection out because of an ad you tool?
How sad .... maybe you.should.lighten.the.fuck.up.you.fuck.
i like them a lot. Epic and beautifully directed. Not a big Idea really but the nostalgia value is great. As a Hot wheels kid I always imagined I was doing that type of shit for real.
I can definitely relate to these ads.
Both kids and adults will love it too.
Wow what an awesome production budget!
It's awesome. Fuck advertising is full of wankers.
@9.26 - You hate it so much, what would've you done?
Amaze us all with your awesomeness.
God, what a load of tosh.
@9.50 I was just kidding, I really like them.
Freakin' awesome.
Confused though... I thought the US was still in a recession? How the hell did they get the budget to pull all that off? Nice work.
1:13. Heh heh. Yup.
I love this shit, to many in this industry are trying to always think of a super funny idea, well newsflash it doesn't have to be, this is just cool for cools sake and when I'm out buying toys with my kids you can sure as hell bet I'll be telling them about and nudging them in the direction of the hot wheels stuff. Good job guys I would love a budget like that to work with.
I think this is a misfire.
Everything wreaks of grandeur, but that's just not what Hot Wheels was / is about. It's about smashing the cars around inconceivably ridiculous tracks until they break, usually around boxing day.
The logo looks really silly on the back of all the team boiler suits.
I was hoping for something much more fun, energetic and that pushed the limits of photoreal car crash CG. Something like a more colourful version of latterday Batman's car crashing through concrete in Gotham Streets. Instead this feels hugely anti-climactic.
The reason people react so negatively to this campaign is it tricks us for a little while. Mario Andretti says there's a secret facility and some of the buildup seems real. Then it's obviously CGI. If you had just said "we're gonna make a bunch of neat graphics and then really jump a car 330 feet", we would say "awesome". The way it was done, we say "you wankers!"
Scott and Damien already had 'it' as Award School students. Well done, boys.
Go the PR machine!
Will clean up everywhere. Great Idea. Huge amount of press everywhere. Well done boys.
Forget the negative press lads. I loved the idea and so will the judges...
LOVE it. I wish I didi it.
Go Scotty.... that's a long, long way up from the old Patts Media Dept.
Great work guys. Good to see Aussies givigoo it a nudge on the world stage. Don't worry the haters. Just a bunch of bitter old hacks hanging around CB site wishing they had half your talent and all your guts. Onya fellas.
I liked it but it really needed a loop de loop in stead of a jump. That's Hotwheels
Vodka and yabbies in your honour gentlemen x
to get this done.... fan f#cking tastic
It looks like an ad agency had nothing to do with it. That's why it's so good.
Vodka shots and swedish lobsters in your honour gentlemen x
3.6 million hits since May 29.
It doesn't matter what I think. The people have spoken.
But I think it's awesome.
3.9 million views in less than a week. I'd be very fucking happy with that. Stunts are totally awesome and it's a perfect fit for the brand. Mega tick from me.