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Volume 25 No. 30
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NASCAR Advertising: Chevy To Launch New Ad Campaign

Gillette Adds McMurray (far left) And
Edwards (far right) To “Young Guns” Team
Chevrolet will launch a new TV ad campaign for Chevy Racing, via Deutsch, L.A., during NBC’s coverage of the Daytona 500 on February 19. The spots, which use the “An American Revolution” tagline, celebrate Chevy Racing’s on-track successes. The first spot, “Toast,” features NASCAR drivers Jeff Gordon, Jimmie Johnson, Dale Earnhardt Jr. and Tony Stewart celebrating victories, while the second spot, “Office,” shows Chevy Racing Dir Terry Dolan trying to find a place to display one of Stewart’s trophies. The campaign will also feature print ads in USA Today and in racing program guides, along with outdoor elements at the Daytona 500 and Internet elements at the “Yahoo Fantasy Racing” Web site (Chevrolet).

REESE’S: A new 15-second ad for Reese’s Peanut Butter Cups with caramel features NASCAR driver Kevin Harvick and IRL driver Tony Kanaan. In the spot, Harvick is shown walking down a street while eating a Reese’s and wearing headphones, while Kanaan is shown carrying a labeled jar of caramel and talking on his cell phone. The two drivers round a corner and bump into each other with Harvick inadvertently dunking his Reese’s into Kanaan’s jar of caramel. Harvick: “You got your caramel in my Reese’s.” Reese’s is co-primary sponsor of Harvick’s Richard Childress Racing Nextel Cup car, while parent Hershey’s is a sponsor of Kanaan’s Andretti Green Racing team (THE DAILY).