Hot Wheels transforms toy car racing into ‘epic’ race with AFL’s Patrick Dangerfield

Hot Wheels is showcasing ‘epic’ toy car racing for kids in a new local campaign with AFL player and new Hot Wheels ambassador Patrick Dangerfield.

Created by Clemenger BBDO Melbourne, the ‘Make it Epic’ campaign aims to attract children’s eyes by celebrating the excitement of racing when there’s competition, and a little imagination.

A first ad spot sees a young boy  competing against the Brownlow Medal winner over the sink and across benches, with commentators reporting the race from the kitchen pantry.

A second ad shows a child racing Dangerfield in the living room.

According to Hot Wheels, the new campaign, produced by Guilty Productions, aims to bring to life the excitement and thrill of playing.

Richard Williams, creative director at Clemenger BBDO Melbourne, said the commentators made the ad even more “epic.”

“As kids, we’ve all imagined the possibilities of the most epic track set up in our lounge room or kitchen. The only thing that could make this more epic is having your own commentators calling every loop, corner and drop.”

Commenting on the brand’s longstanding partnership with the AFL Players’ Association, Chedney Rodgers, Mattel marketing director said: “There is a strong connection between the essence of the Hot Wheels brand and team sports such as Aussie rules.

“Through our relationship with the AFLPA we can reach children in a way that inspires them to be confident and resilient through the power of play.”

The campaign will launch on April 16 and will run for six weeks.


  • Agency: Clemenger BBDO Melbourne
  • Chief Creative Officer – Ant Keogh
  • Creative Directors – Richard Williams/Anthony Phillips
  • Art Director – Jackson Harper
  • Copywriter – Tim Smith
  • Account Management – Bianca Kerr/Paige Prettyman
  • Producer – Karolina Bozajkovska / Lauren Anderson
  • Production Company: Guilty
  • Director – Tony Rogers
  • Producer – Jason Byrne / Alexandra Sturman
  • Post Production: Flare
  • Sam Coates
  • Mattel
  • Marketing Director, ANZ – Chedney Rogers
  • Senior Marketing Manager, Boys, ANZ – Jacinta Whitehead
  • Senior Brand Manager, Hot Wheels & Matchbox, ANZ – Andrew Graham
  • Assistant Brand Manager, Hot Wheels & Matchbox, ANZ – Dominic Titus
  • PR: Communicado
  • Managing Director – Kerrie Ryan
  • Client Services Director – Lucy Houldsworth
  • Junior Account Director – Alexandra Brudenell
  • Senior Account Executive – Isobel Loschiavo
  • Media Agency: Carat
  • Account Director – Ken La
  • Senior Business Manager – Belinda O’Connor
  • Senior Business Manager – Harry McGoldrick
  • Business Manager – Anna Godkin
  • Business Executive – Adele Main

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