Richards Redecorates at Trackside

ATLANTA The Home Depot will launch a new ad campaign centered on its sponsorship of Nascar driver Tony Stewart and the No. 20 Home Depot Chevrolet, the company said.

The first 30-second television commercial will air March 13 during the UAW-DaimlerChrysler 400 in Las Vegas and will play throughout the racing season. Independent Dallas shop The Richards Group created the ad.

The spot, titled “Port-o-Pot,” features Stewart, his crew chief, Greg Zipadelli, and other members of the race team. The owner of the team, Joe Gibbs, also appears in the ad. The work depicts Stewart using a trackside portable toilet and finding that it has been remodeled into a luxurious bathroom with a shower, two sinks, decorative light fixtures and tile floor. The ad ends with the statement, “Whether it’s Nascar or home improvement, the difference is know-how.”

Other spots for the campaign are in development and will be introduced later in the year, the company said.

“In this new broadcast campaign, we are able to link our Nascar sponsorship to The Home Depot’s products and services in a fun, memorable way,” said John Costello, executive vice president of merchandising and marketing for the company.

“It was a lot of fun having the entire team together in the spot but, as far as acting goes, we probably ought to stick to the track,” Stewart said.

The Home Depot has sponsored Stewart’s car since 1999 and renewed the sponsorship last year through 2009.

Campaign spending is undisclosed. Home Depot spends about $500 million annually on domestic ads, according to Nielsen Monitor-Plus.