Toyota Department of Fan Operations

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The Toyota Department of Fan Operations is an advertising campaign for Toyota’s NASCAR racing program. Created by Saatchi & Saatchi Los Angeles, the campaign is based on a fictional group of well-intentioned Toyota engineers whose off-beat inventions are intended to put fans closer to the racing action. [1]

The ads have been seen and heard in television and radio commercials, online webisodes, print advertisements and at-track displays, and have tackled issues such as finding a better seat at a racetrack and driving a NASCAR race car. NASCAR personalities featured in the campaign include Tony Stewart, Michael Waltrip, Kyle Busch, Denny Hamlin, Dave Blaney, David Reutimann, Mike Skinner, Todd Bodine and crew chief Greg Zipadelli.

During the 2008 Daytona 500, a commercial entitled “Fan Controller” was voted by fans as the best new ad of the season according to [2] Later in 2008, the campaign was recognized by the One Show advertising awards. [3]


According to the website, the department is composed of six characters:

Steven: Founder and Head Engineer

Peter: Chief Mechanic

Ken “The Hawk”: Master Builder, Electrician

Jack: Mechanic and Testing Facilitator

Missy: Engineer

Maria: Administrative Assistant