lapping it up

With the holidays drawing near, Boone/Oakley wants to put visions of racetracks dancing in our heads.

The Charlotte, N.C., shop created its first work for Richard Petty Driving Experience, touting the client’s one-day racing programs. The ad shows two candy canes arranged in a racetracklike oval. Copy reads, “‘Tis the season to be racing.”

“This holiday, add some excitement to your wish list,” urges the text. It provides a Web site address and phone number consumers can access for more info on the programs, which include “driving a 600hp stock car at speeds up to 165 mph.”

The Charlotte-based client’s offerings include ride-alongs with pro fes sional drivers and solo drives of varying lengths.

The shop got some firsthand experience with the product, as co-crea tive director David Oakley was among those who tried the driving programs. Oakley said this “experience” could be an unforgettable holiday gift. “It’s not a tie or a sweater,” he noted.

The ad is running regionally in De cember issues of various magazines, including Bon Appe tit and Elle Décor, as well as nationally in Car & Driver and Men’s Journal, among others.