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NASCAR Tries to Rev Up its Image

NASCAR Tries to Rev Up its Image Credit: NASCAR

As NASCAR gets ready to drop the green flag on the 55th annual Daytona 500 this week, it is also preparing the launch of a new creative vision.

During Sunday's race, NASCAR will unveil its new ad campaign that includes nine  commercials featuring two dozen of the sport's drivers, who help bring to life the unpredictability and emotion of NASCAR racing, both on and off the track.

The campaign, the most comprehensive NASCAR has ever launched and the first since hiring advertising and marketing firm Ogilvy and Mather last summer, also features new digital engagement, as well as both print and radio ads.

"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."

Among the new commercials are "Resume," which uses a light-hearted tone to highlight the personalities of the drivers as they vie for a spot on fans’ fantasy NASCAR teams, and "Chess," which gets inside the mind of a driver during a race, breaking down the strategic thought process of drivers while they compete on the track.

"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," said John Seifert, chairman and CEO of Ogilvy & Mather North America.

The race, which will be broadcast on Fox, is scheduled to start at 1 p.m. (ET) Sunday (Feb. 24).

Follow Chad Brooks on Twitter @cbrooks76 or BusinessNewsDaily @BNDarticles. We're also on Facebook & Google+.

Chad Brooks

Chad Brooks is a Chicago-based freelance writer who has nearly 15 years experience in the media business. A graduate of Indiana University, he spent nearly a decade as a staff reporter for the Daily Herald in suburban Chicago, covering a wide array of topics including, local and state government, crime, the legal system and education. Following his years at the newspaper Chad worked in public relations, helping promote small businesses throughout the U.S. Follow him on Twitter.