NASCAR’S NEW SHOP

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So, it was announced this morning that NASCAR has a new advertising agency. Ogilvy, one of the larger shops in the industry, beat out over 100 other agencies to get the business and its new ad campaign is scheduled to pop at the 2013 Daytona 500.

We find this all really interesting and we’ll tell you why: not only do we come from the ‘big agency’ world, but great advertising campaigns in a country built on capitalism have a way of changing our world for the better. And if there’s a brand out there these days that needs some change for the better, it’s NASCAR. One of the most American forms of auto sport has been in steady decline since it peaked out in the Nineties and we hate to see that happen. But really, the France family brought it on, themselves. NASCAR has reached the point where the financial stakes have taken the individual personalities out of the game — and that goes for the drivers, the teams and the actual cars.

When was the last time you could tell, from a distance, which car on the track was built by which brand? The “stock” in Stock Car racing is long gone. Someone told us once that the only thing stock on a modern NASCAR car was the profile of the roof. Really? That might be a stretch, but we tend to believe that shit. The glory days of NASCAR were the days when Chrysler actually sold Super Birds in showrooms because the crazy wing on the rear and the cone on the nose of a Road Runner made a winning combination on the NASCAR circuit. Imagine being able to walk into a Toyota dealership on a Monday and buying the car you basically saw on the track the day before — other than the headlight and grille stickers that mostly resemble the frontend of a new Camry. Well, the same kinda goes for the drivers, too: The “Wild Awesome Bill From Dawsonville” types just ain’t being bred for NASCAR racing and we find it all just a little…boring without them.

Enter Ogilvy. The shop whittled its name down from its own glory days of “Ogilvy & Mather.” David Ogilvy was a proper Englishman who spent time in WWII working for the British Intelligence in Washington, DC before opening his own shop in New York after a stint as a farmer in Lancaster, PA after the war — turned out, he was a better adman than farmer. The agency grew to become one of the most well-respected in the industry and, to this day, is a great name on your resume if you’re a ‘creative.’

Looking forward to seeing what Ogilvy comes up with for the ailing NASCAR. If they asked us (and we know that ain’t happening anytime soon), we’d tell them to get back to the roots of circle track racing in America: put on some vintage racing events and get some color back in the cheeks, make new fans by reaching out into new markets–it ain’t the good ‘ol boys no more. And for chrissakes, get NASCAR to stop slowing down the races–a “restrictor plate” in racing is the ultimate oxymoron. Good luck, Ogilvy–this might be a harder job than the guy with the eyepatch for Hathaway shirts.

4 Responses to “NASCAR’S NEW SHOP”

  1. Shop Teacher Bob says:

    I used to be a solid fan, tickets to the Brickyard for the first few years, watched just about every Daytona 500 since they started televising them. And then I tuned in a few years ago for the 500 and sat through about 45 minutes of BS including Jon Bon Jovi singing and the people in the stands holding up cards plugging some new razor. Never did see a race car. The World’s Fastest Indian was playing at the theater, so I packed up the Old Girl, went to the movies and haven’t seen them turn a wheel since.

    They should never have started putting Frosted Flakes and coffee sponsorship decals on the cars. If they had stuck with the likes of Harry Gant and his Skoal Pontiac, they’d have been money ahead. Color in their cheeks? How ’bout Allison and Yarborough crossing the line at Daytona in ’79? That’s why I tuned in. Just never good when you forget where you come from.

  2. Church says:

    I think it’s “Awesome Bill from Dawsonville”. :)

    And it hurts to say it, but what kind of racing are people into these days? I can list several that I could give two shits about… and I was one of the biggest race kooks around.

  3. Ant says:

    Take a look at the Charger for next year ,you can actually tell what it is same with the Fusion. I havent been a fan since the 90′s I could not care less these days. It got too mainstream and that ruined it,too much BS.

  4. STONER says:

    You’re exatly right, Coby! Embarrassing; I, for one, should not be screwing up Bill Elliott’s name. See? Just shows you how NASCAR has left the building…

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