CHICAGO Young & Rubicam's three new image campaigns for Nascar's 2003 racing season play to different fans' extreme love of the sport, with some dramatic departures from previous work.
The TV work from the Chicago agency breaks Feb. 16 during the Daytona 500 broadcast on Fox and will run throughout the racing season, which ends in November, Nascar executives said.
One of the series is an evolution of the "How bad have you got it?" campaign, which earned Y&R a bronze Lion at Cannes last year as well as an Effie award. Aimed at Nascar's passionate, hard-core fans, the work shows the faithful following their favorite drivers and tailgating at the races.
A campaign directed at all racing enthusiasts shows images of the intensity felt during a race. Playing over flashes of dramatic action footage are the voiceovers of drivers Matt Kenseth, Ricky Rudd and Ryan Newman speaking about the thrill they feel during a race.
The third effort hones in on casual fans who may tune in and out of races. Viewers are encouraged to stay tuned because change can occur in a split second.
Nascar spent $25-35 million in media in 2002, according to the organization.