There has been some interesting stuff from the Hot Wheels' global repositioning campaign.
Team Hot Wheels is a part of the Hot Wheels for Real competition between four different drivers from four different disciplines of racing. The story is that they were recruited for their driving skill and daring risk-taking and are only known by their uniform color names: Red, Yellow, Blue and Green.
Each driver has their story and distinct personality. There are mini movies on the website. Here is another video in the campaign starring Jeremy Piven as he tries to join the Hot Wheels for Real team as the 5th member:
Here's a really fun OOH advert in Colombia for Hot Wheels: