SBD/July 23, 2014/Marketing and Sponsorship

Chip Ganassi Drivers Larson, Dixon, Kanaan Star In Cottonelle Toilet Paper Spots

Kimberly-Clark's Cottonelle toilet paper brand "recently posted on YouTube a commercial" focusing on how NASCAR Sprint Cup Series driver Kyle Larson "takes care of his 'bum,'" according to Bob Pockrass of SPORTING NEWS. A woman in the commercial says to Larson, "I’m hearing from you that you kind of neglect your bum." He responds, "I wouldn’t say I neglect it," and later adds, "I’m a dry wiper right now." IndyCar drivers Scott Dixon and Tony Kanaan, Larson's teammates at Chip Ganassi Racing, "also are featured in similar Cottonelle commercials" (SPORTINGNEWS.com, 7/22). NBCSPORTS.com's Tony DiZinno wrote Larson "may not be able to live this one down for a while." Dixon and Kanaan "aren’t quite as much of a kick in the bum, per se," but they are "still littered with bathroom puns" (NBCSPORTS.com, 7/22). YAHOO SPORTS' Jay Busbee writes under the header, "Here It Is, The Worst NASCAR Sponsorship Ad Campaign Ever." We now "know more about Kyle Larson's bathroom habits than we ever needed to know about anyone's, including our own." Busbee: "Only way this can be redeemed? If a subsequent ad reveals that there's an actual bum sleeping out back of Kyle's house that he's been neglecting" (SPORTS.YAHOO.com, 7/23).
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