ATLANTA The Martin Agency has produced two television spots that promote Nascar's "Race to the Chase" for the sport's top prize, the shop said.
Both 30-second ads began airing during races this month and will continue through the Sept. 10 race in Richmond, Va. The campaign includes radio spots, print ads in Nascar Illustrated and Nascar Scene and banner ads on Nascar.com.
The campaign focuses on a scoring system that Nascar started last year that narrows contenders for the top prize to 10 drivers who compete for the most Nextel Cup points during the last 10 races of the season. (Leading up to the final 10 competitions, points had been awarded after each Nascar race based on the driver's finishing position.) The driver with the most points after the final race of the season in November wins the Nextel Cup championship.
In one of the spots, driver Jeremy Mayfield discusses how he qualified as one of the 10 drivers after a dramatic finish in Richmond last year. The other spot features driver Mark Martin, who describes the Race to the Chase as the most difficult challenge he has faced.
The Interpublic Group shop plans to produce new ads for the "Chase for the Cup" that will air during the final 10 races. Martin in Richmond has been producing advertising for Nascar's Nextel Cup series since obtaining the account in July 2003.