Cars Dance and Weave Their Way to the World Cup in Turo Ad from W+K

Just in time for the World Cup, Turo, in collaboration with Wieden+Kennedy Portland, has launched its latest campaign, ‘Before the Game.’ The campaign makes the drive to the game feel like part of the event, not just the way to get there. Built around fans on the move in a convoy of cars that dance, weave, and surge forward, all headed toward the biggest tournament in the world, the campaign shows that when you’re driving to the game, how you get there matters.

‘Before the Game’ turns personalisation into spectacle. Fans may be headed to the same tournament, but they’re not all making the same trip. As a car rental marketplace, Turo gives people something traditional rental doesn’t: the ability to choose the car that actually fits their version of the journey. The film takes that idea and blows it up into a choreographed car ballet, a moving anthem for the biggest road trip in North America.

Directed by Dave Meyers, of Radical Media, the film was shot over two days with 14 precision stunt drivers, using practical driving and choreography to make every movement feel physical, precise, and alive. The campaign works by refusing to treat transportation like an afterthought. For fans on a trip this big, the experience starts long before kickoff. Using Turo is not just a way to get there, but a way to make the drive feel worthy of where you are headed.

The campaign will launch across broadcast and social and will include eye-catching OOH in host city airports across North America that treat each world flag as a 'collage' built from real car parts - to connect the vast range of vehicles offered on Turo with the excitement of the biggest sporting event in the world. Consistent with the film, the OOH approach emphasises the thrill of the journey itself, showing up at major airports for soccer fans and travellers alike.