In its first work for Thermo King, BBDS attempts to leverage NASCAR's popularity with truck drivers and fleet operators by making Dodge Motorsports Winston Cup chief Ray Evernham the product's representative.
A print ad breaks in February issues of Today's Trucking, Refrigerated Transport, Heavy Duty Trucking and other trade publications to coincide with the beginning of the NASCAR season on Feb. 10.
A second ad is set for a similar media buy in April, and a third execution will run later in the year, the agency said.
It is the first time the temperature-control manufacturer, whose customers include owners and operators of truck fleets, has employed a sports figure in its advertising, said Stephen Congdon, vice president of business development at BBDS in Chicago.
"A number of our products have been based and formed around a racing theme," said Kim Thor sen, manager of market service for Thermo King.
Research showed that Thermo King's customers are also NASCAR fans, so using Evernham, a name familiar to hard-core aficianados of the sport, made sense. It was also an easy deal to strike since Evernham already worked for the company's parent, Ingersoll-Rand, Thorsen said. Evernham has been in advertising for I-R's Club Car golf carts, Air Solutions and I-R Tool and Hoist for three years. BBDS also handles some of those brands.
BBDS' work focuses on Thermo King as a brand, as opposed to past campaigns from Minneapolis shop Kerker. That work was more product-oriented.
BBDS' work has no tagline and works off Evernham's reputation of success and innovation to create Thermo King's brand message, said Steven Wold, agency managing partner, executive creative director.
The first ad shows Evernham in his racing attire on the side of a road with a truck speeding past. Copy indicates that Thermo King can prevent breakdowns.
BBDS picked up the Thermo King business last year.