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SBD/February 21, 2014/Marketing and Sponsorship
NASCAR Rolling Out New Ad Campaign, With One Spot Highlighting Driver Athleticism
Published February 21, 2014
NEW & IMPROVED: SPORTSBUSINESS JOURNAL's Bill King notes five NASCAR sponsors are "scheduled to debut a combined six new commercial spots during Sunday’s Daytona 500 telecast on Fox, doubling the number unveiled during last year’s season-opening Sprint Cup race." Ford, Chevy, Goodyear, Coca-Cola and Nationwide Insurance "all will break new, racing-themed creative." NASCAR VP/Partnership Marketing Norris Scott said, "Partners are using our Super Bowl to unveil new creative. That reinforces the Daytona 500 as a place big brands come to launch campaigns." The ads from Chevy and Coke "will build on campaigns that the sponsors ran last year." Meanwhile, Ganassi Racing sponsor Unilever "will roll out a new spot" for its Axe "Peace" body spray that features rookie driver Kyle Larson. Richard Childress Racing sponsor General Mills also "will break its first new NASCAR themed spot in four years when it rolls out a Cheerios commercial featuring the latest driver of the iconic No. 3 car, Austin Dillon" (SPORTSBUSINESS JOURNAL, 2/17 issue).
FOR MATURE AUDIENCES: USA TODAY's Nate Ryan writes Patrick's latest GoDaddy ad campaign "represents a new direction in how sponsors will be marketing her in the future -- with a de-emphasis on the cheesecake appeal that has been the hallmark of her previous ads with GoDaddy." Patrick said, "It's like we've gone to a mature content phase. As opposed to high heels, it's business jackets." In GoDaddy's "The Big Leap" campaign, Patrick "drives five prospective business owners around Charlotte Motor Speedway in a Chevrolet Camaro, and each makes their pitch for winning a grant from GoDaddy to support their idea." It is a "significant departure for Patrick, who has starred in 13 commercials for GoDaddy" since '07. The subject matter of past ads "often was racy and suggestive with scantily clad models" (USA TODAY, 2/21).