The Hotwheels Elite Collection campaign plays with people's perspectives. At first, people might assume that it involves giants of some sort when noting the size of the eye compared to the size of the car it is peering into. Nevertheless, the admirer is no giant, the car is simply a toy. Yet this toy will "make dad jealous," as though it were a real car.
Conceived and executed by the Ogilvy & Mather ad agency branch based in Paris, France, the Hotwheels Elite Collection campaign was art directed by Bruno Bicalho Carvalhaes and Antoine Gauquelin with creative direction by Cedric Gueret and Kurt Novack. Photographer Roberto Badin shot the excited and slightly creepy images while artist Antoine Mairot illustrated it. Playfully conceptual, it will make people curious about Hotwheels' interior designs.