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SBD/February 24, 2012/NASCAR Season Preview
Several NASCAR Sponsors Will Debut New Ads At This Weekend's Daytona 500
Published February 24, 2012
Several NASCAR advertisers are planning to debut new creatives that will air during Fox' broadcast of the Daytona 500 Sunday. While some mark the beginning of a season-long campaign, others are scheduled to air only during the Great American Race.
"Famous Fans" campaign
SUBWAY: Subway will continue its “Famous Fans” campaign with a new 30-second spot featuring Carl Edwards and Fox Sports’ Jay Glazer. Subway Dir of Sports Marketing & PR Paul Bamundo said Edwards in the ad “is talking about how he had a great year last year and it was really intense, but he wants more this year." When Glazer asks, “More?,” Bamundo notes it leads into “some really cool shots of Jay putting Carl through the paces and the two of them training and working out together.” Boston-based MMB created the ad, as Bamundo said the company has created every spot Subway has done with Edwards. Bamundo added Subway will primarily use the 30-second spot for the beginning of the NASCAR season, then probably unveil one or two 15-second spots and another 30-second spot later in the year.
DIET MOUNTAIN DEW: Dale Earnhardt Jr. will debut the No. 88 Diet Mountain Dew/National Guard Chevy this weekend, and Mountain Dew will complement the launch with a 30-second spot for its diet soda. The ad, “Trade,” was created by BBDO N.Y. and features a convenience store shopper driving away with the “ultimate prize” after Earnhardt makes a surprising trade for a Diet Mountain Dew. The spot also introduces the brand’s new tagline: “Yeah, it tastes good.”
SPRINT: The title sponsor of NASCAR's top series will debut a new ad for its Sprint Cup Mobile app featuring Clint Bowyer. In the spot, created by S.F.-based Goodby, Silverstein & Partners, Bowyer says there is “no such thing” in NASCAR as too much information. Bowyer notes the Sprint app provides fans access to in-car audio, stats and driver bios. Bowyer adds that Sprint’s unlimited data package means fans can find out everything about him -- including his “secret obsession” with Karaoke.
5-HOUR ENERGY: Bowyer will also appear in an ad for the primary sponsor on his No. 15 Toyota. The spot allows the viewer to tag along with Bowyer for the day as he works at the track, hunts game in the woods, rides his motorcycle (and later a jet ski) and works on his car before circling back to the track. The ad was produced by 5-hour Energy Creative Dir Carl Sperber.
AARON’S: The furniture retailer launched a series of ads during Speed's coverage of Speed Weeks. The spots feature Mark Martin and Michael Waltrip spoofing Jack Lemmon and Walter Mathau’s characters from “The Odd Couple.” The drivers note they both “love Aaron’s” despite the fact that they could not be more different.” In one ad, Waltrip complains Martin is “wound too tight,” and in the other, Martin comments on the difficulty of working with the “immature” and “disorganized” Waltrip.
COCA-COLA: The soft-drink company kicks off the ’12 NASCAR season with an ad featuring its eight sponsored drivers, including last year’s Sprint Cup champion Tony Stewart. In the 60-second spot, entitled “Tease,” the drivers race in the heat as fans tempt them with bottles of Coke. The majority of the ad, via Widen+Kennedy, was shot live at the Sprint Cup finale Ford 400 at Homestead-Miami Speedway in November.
FARMERS INSURANCE: The insurance company will debut a 30-second spot featuring Kasey Kahne entitled “Fire Suit.” In the ad, a professor along with a team of insurance agents welcome Kahne to discuss the parallels between custom-tailored insurance coverage and custom-tailored fire suits. RPA created the spot, which will highlight Farmers’ sponsorship of Kahne and Hendrick Motorsports.
NASCAR: NASCAR will roll out three new 30-second ads as part of a series of spots in this year’s campaign. NASCAR Media Group produced the campaign, which aims to elevate the sport by highlighting the qualities that make stock-car racing more than a game. “Game Changer” features Matt Kenseth, Ryan Newman and Kyle Busch's crew team as it shows NASCAR’s serious and innovative efforts in the green space by highlighting the benefits of switching to ethanol fuel. “Celebration” emphasizes NASCAR’s authentic and colorful victory celebrations as compared to other sports that have drafted rules to discourage excessive celebration. In “Opposed,” young drivers compete on the same track as veterans, showing how NASCAR throws all its drivers into the same race and is opposed to a gradual system of competition like the minor leagues.