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 pm ET.
“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.
“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.