A study showed that the concept of the family has changed for fathers in the new millennium, and they now play a much more important role in the education of their children than they did before. That's why Hot Wheels wanted to pay a video tribute to them all on Fathers Days.
To congratulate all fathers and pay a very special tribute to them on their special day via an international campaign for Mattel Europa that was adapted to English, French, Italian, Spanish, German, Portuguese, Dutch, Turkish and other languages.
A lot of kids don't think their fathers know how to enjoy themselves like they do and we wanted to show them how very wrong they were. To do so, we performed an experiment with real fathers and sons from different countries (Germany, France, England and Spain). A branding activity based on a preliminary interview with children and a test that challenged fathers to show their sons that they did know how to have fun together. Once the challenges had been completed, a huge Hot Wheels track awaited, where they could have fun together.
We undertook a meticulous casting process to select the four real fathers and sons from four different countries: Germany, France, Spain and England. One of the most important things was for the whole recording to be spontaneous and natural, so the fathers and sons didn't know what brand was behind the experiment until the very end.