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It’s not often that advertisers get to break world records. But when Mistress Creative, a boutique agency based in Los Angeles, was tasked with helping Mattel’s Hot Wheels reach a new demographic, the team members minds went immediately to stunts.
At the 100th Indianapolis 500 in 2011 and the X Games in 2012, Mistress and Mattel unveiled life-size, world-record-breaking versions of Hot Wheels products—the 100-foot V-Drop at the first event and, wilder still, the Double Loop Dare at the second.
In tandem with these events, Mistress developed a mythical storyline about a secret Hot Wheels Test Facility, which it told through 11 videos that drew millions of views on YouTube and across social media channels.