Makos Urges Car Drivers to Take Care

DALLAS Makos Advertising’s new campaign for the Nascar Performance Network promotes April as the automotive industry’s “Be Car Care Aware” month, the shop said.

The Austin, Texas, agency created three 30-second TV spots that debuted last week on Fox’s telecast of the Samsung-Radio Shack 500 at Texas Motor Speedway. The campaign features Nascar crew chiefs in humorous scenarios, stepping into the consumer world by offering helpful advice on car repair and maintenance.

The first spot opens with a woman sitting underneath a hair dryer at a beauty salon. As she begins talking about how everything has gone wrong in her relationship, we see Ryan Pemberton, crew chief of Team MB2 Motorsports seated beneath a dryer next to her. With a laptop in his hands, he says, “You can’t go on like this. Go see a technician at Ken’s Automotive. They’ll fix everything.” A voiceover then says, “Find a repair shop on the Nascar Performance Network. Go to nascar.com, click on ‘auto’ and enter your ZIP code. And always ‘Be Car Care Aware.’ “

The two remaining spots use similar approaches and feature crew chief Jimmy Fennig of Roush Racing (No. 97, Sharpie Irwin Ford) and crew chief Tommy Baldwin of Evernham Motorsports (No. 9, Dodge Dealers-UAW Dodge).

The campaign also includes print, radio and Internet components. In-race broadcast spots will air on national NBC and Fox programming as well as the Speed Channel, XM Radio and the Motor Racing Network.

Print ads will run in publications such as Nascar Scene and Nascar Illustrated as well as the client’s press, track and travel guides and select race programs. Banner ads will appear on Nascar.com.

Makos won the Nascar Performance Network assignment last June following a review. Media spending is undisclosed. The Charlotte, N.C.-based client spent $10 million on advertising last year, according to TNS Media Intelligence/CMR.

Nascar’s general-market advertising is handled by WPP Group’s Young & Rubicam in Chicago.