It’s the biggest stampede of the year. Everyone has their eye on the prize. But who’s willing to go all the way to take home the $1 million purse?
In the new ad campaign for the NASCAR Sprint All-Star Race at Charlotte Motor Speedway, titled “Stampede,” the biggest stars of NASCAR are ready to unleash all of the 800 horsepower of their Gen 6 stallions to fight for all the money – and the bragging rights.
The NASCAR Sprint All-Star Race, held under the lights on Saturday night, May 18, 2013, is the biggest All-Star event in all of sports and the ultimate stand-off among the top drivers in NASCAR in a no-holds-barred battle for the $1 million prize. The race, now in its 29th year, annually produces some of the best duels and biggest drama in racing.
The “Stampede” ad campaign, created and directed by Victory Management Group for Charlotte Motor Speedway, plays off of that theme. The commercial was shot primarily on an authentic wild west set, complete with saloon, church, jail, general store and hotel.
The spot opens with a panning shot of the Charlotte Motor Speedway track with “Driver Wanted” posters on the track wall. It then cuts to an old western saloon, where Clint Bowyer and Denny Hamlin are plotting to steal all the money. Dale Earnhardt Jr., busts through the saloon doors with guns drawn to put a hold on the heist. When bar keep Ray Evernham and patron Jeff Hammond call for the sheriff, none other than the “King,” Richard Petty, comes to the rescue.
“Doing ad shoots like these are a lot of fun,” said Earnhardt Jr. “I’m mostly in a firesuit in commercials, and we don’t usually get to dress up like this. I’m excited to be in the All-Star Race this year, so it’s great to be in the commercial, too. Maybe I’ll take home all the money!”
The campaign also includes radio, online, outdoor and print executions. In addition, the theme will be delivered at the racetrack with special Wild West Whisky River-themed hospitality and entertainment, including country music star Billy Currington.
The TV commercial will debut during the Daytona 500 weekend, and will run nationally on SPEED and in key local markets on Fox and regional cable networks. Visit www.CharlotteMotorSpeedway.com for outtakes and behind-the-scenes action of the shoot.
"The fans have loved this campaign over the last couple of years and we’ve really been able to integrate it nicely into the event experience and event promise. We wanted to continue to showcase the best drivers in the world and let fans get a look at their personalities away from the track,” said Tim Schuldt, vice president of consumer marketing for Charlotte Motor Speedway. “We also wanted to showcase the intensity included in the biggest All-Star event in all of sports. The NASCAR Sprint All-Star Race delivers intense rivalries that take place at 200 mph and with $1 million going to the winner. Adding Billy Currington to the mix, well, the entertainment value for the fans has never been better. This campaign helps bring all of that to life!"
The campaign also features a special guest star – long-time Charlotte race fan Mary Allen. Allen has been coming to the races at Charlotte Motor Speedway since 1994 and hasn’t missed a race since 1997. She was randomly selected from nearly 10,000 entrants in the “Join the All-Stars” promotion. Allen won tickets to the NASCAR Sprint All-Star Race on May 18, pre-race pit passes, VIP parking for the race and a role in Charlotte Motor Speedway’s 2013 NASCAR Sprint All-Star Race commercial.