ATLANTA Cingular will introduce two television spots during the Nascar race Sunday on Fox, the company's first broadcast work connected to its sponsorship of a car in the sport, the company said.
The 30-second ads, from BBDO Atlanta, continue to feature "the competitive guys" from a campaign the company launched during the NCAA men's basketball tournament. The spots feature two best friends trying to top each other in verbal sparring. The characters were so popular that the company decided to use them again, said Clay Owen, a Cingular spokesman.
"They have the potential to go beyond the tournament and Nascar," Owen said.
Cingular has sponsored a car in the sport since the company's inception in 2001, but the driver of that vehicle changed to Jeff Burton this year. Burton appears in the new ads with the recurring characters.
Previously, the Atlanta-based telecom's advertising had been concentrated on print, radio and personal appearances by the car's driver in the markets where the race was being held.
Cingular also sponsors "Virtual Crew Chief," which allows its customers to text message answers to questions posed during Nascar races.