Malone Uses Pit Crews in Ads for Goodyear Belts

Stock-car racing’s tradition of playing fast and loose with the rules gets a lighthearted send-up in TV spots for Goodyear engine belts from Malone Advertising.

The campaign, which breaks March 24 during the telecast of the Food City 500 at Bristol Motor Speedway, features NASCAR pit crews explaining ways they get a little more out of their cars. The stories are intentionally ludicrous and end with the voice over, “There’s one thing NASCAR teams actually admit is under the hood.” That thing is revealed as Goodyear belts.

For the spots, mechanics and other crew members gathered at Lowe’s Motor Speedway in Charlotte, N.C. They deadpanned their lines as well as could have been expected, said Greg Bogusky, associate creative director at Malone in Akron, Ohio, and copywriter for the campaign. “We weren’t sure what we’d get from these guys,” he said.

NASCAR has strict rules about the setup of cars in its races. A thorough inspection of each car takes place before every race, and parts found not in accordance with the rules are put on display in an effort to expose the cheaters, Bo gusky said.

Despite the frequent controversies over these practices, NASCAR officials did not object to the spots, Bogusky said. “It’s pretty tongue-in-cheek,” he said. “We’re having fun here.”

The campaign, specifically for the Goodyear Gatorback Poly-V belts, is aimed at mechanics, Bogusky said.