DAYTONA BEACH, Fla., Feb.
20, 2013 /PRNewswire/ -- Big
brands break new commercials at DAYTONA 500®, and NASCAR is no
exception. NASCAR will reveal a brand new creative vision – a campaign featuring
more than two dozen drivers, with nine original spots in both English and
Spanish. The drama-filled campaign will premiere during NASCAR´s crown-jewel
event, the Daytona 500. The race will broadcast live on FOX and FOX Deportes on Feb.
24 beginning at 1
At the heart of the campaign are NASCAR drivers, who help bring to life the
unpredictability and drama of NASCAR racing, both on and off the track. With an
unprecedented incorporation of drivers, number of creative treatments featuring
new digital engagement, radio and print, this is by far the most comprehensive
and integrated campaign NASCAR has ever launched.
"The campaign was created to excite existing fans while engaging with new
audiences, and is representative of where NASCAR is headed as a sport," said Kim
Brink, NASCAR, vice president, marketing. "In developing the spots, we
wanted to celebrate the heart of what makes our sport unique, challenge existing
perceptions, inspire the entire industry and do it all as authentically and
confidently as possible."
The spots are:
- We Are (English
and Spanish) – Highlights the pageantry, power, magnitude and scale of
community that fans can only experience through NASCAR.
- Twist (English
and Spanish) – Portrays the emotion, drama, and many levels of duality
within the sport in truly unexpected fashion.
- Rivals (English
and Spanish) – Spotlights actual on-track rivalries among drivers, including
that of two legendary NASCAR heroes.
- Chess (English
and Spanish)– Gets inside
the mind of a driver during a race, coolly breaking down the strategic
thought process of drivers while they compete on the track.
- Resume (English)
– Uses a light-hearted tone to highlight the personalities of the drivers as
they vie for a spot on fans´ NASCAR Fantasy Live rosters.
- Wanna Know (English)
– Offers fans an unmatched look at the sport through the eyes of the drivers
in order to promote NASCAR´s newly revamped NASCAR.com and its suite of
digital fan engagement products.
NASCAR´s new brand campaign was developed by Ogilvy & Mather´s New
York office, inclusive ofOgilvy
Rojo, the Hispanic arm of the agency, which was awarded the business
after an extensive pitch process in summer 2012.
"There´s no sport in the world with a more loyal and passionate fan base than
NASCAR. Drivers are what make NASCAR racing so dramatic and unpredictable for
everyone." explained John
Seifert, Chairman and CEO of Ogilvy & Mather North America. "To bring the
NASCAR experience to life, we helped create a brand platform that reflects the
roots and character of what makes NASCAR unique, personified by remarkable
athletes who will ensure that this sport remains the greatest show on earth."
In addition to the brand campaign, NASCAR will continue to focus on seven planks
strategically aimed at growing the sport: Gen Y, Youth, Multicultural,
Digital/Social Media, Event Experience, Product Relevance and a focus on Driver
Star Power. Already this year, the industry is experiencing many firsts across
all of these platforms, including the reacquisition of its digital rights, the
unveiling of the new Gen-6 race cars that will reignite rivalries on the race
track and in showrooms nationwide, and the first-ever live Spanish-language
broadcast of NASCAR Sprint Cup Series races.
Don´t forget to tune-in to the Daytona 500 (Feb. 24, 1
p.m. ET). The race will air on FOX, FOX Deportes, Motor Racing Network
Radio and Sirius XM Radio with additional coverage on NASCAR.COM.
To download b-roll of the commercial shoot, please click here .