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SBJ/June 4 - 10, 2001/No Topic Name
Spot will team racer Gordon, racy Britney
Published June 4, 2001
Pepsi endorsers Britney Spears and Jeff Gordon will star in a 20-second spot promoting NBC's coverage of the Pepsi 400 Winston Cup race, set for July 7 at Daytona International Speedway.
The spot is slated to debut Friday on NBC's broadcast of Game 2 of the NBA Finals. It will air on other NBC sports programming and on the network's prime-time entertainment fare in the weeks leading up to the race, which will be the network's first NASCAR event of the year.
Millsport LLC, Pepsi's sports marketing agency, approached NBC about developing the promo. It's been a joint effort involving NBC, Millsport, Pepsi ad agency BBDO New York and production company Wide Open Entertainment.
The Pepsi 400 is one of two races in which NASCAR superstar Gordon drives a blue Pepsi car, and that vehicle also "will be a star of the promo spot," said Bob Basche, Millsport's vice chairman and managing partner. Basche described the spot — which also has five-second and 10-second versions — as "a clever approach to using [Gordon and Spears] in a humorous way to promote the race."
Pop music sensation Spears will be the grand marshal of the Pepsi 400.
Basche said that Spears' "notoriety and fame outside of NASCAR will help promote the race." That's of particular importance to this race, he said, because it's airing in prime time and likely will attract a wider audience than a typical Sunday afternoon Winston Cup event.
Jon Miller, senior vice president of NBC Sports, said: "We think it's obviously going to be a nice pop for the event. She's a tremendous star, as is he, and Pepsi is fortunate to have these two icons as part of their marketing and promotion team. Being able to bring both of [them] to bear on this big prime-time race helps NASCAR, helps the event and helps NBC. It helps bring awareness and attention to the event."