ATLANTA The Martin Agency's latest work for United Parcel Service and Nascar uses humor and historic footage to promote the two organizations.
Richmond, Va.-based Martin said that eight TV spots began airing this week during Nascar races on national network and cable venues such as NBC, Fox, TNT, FX and the Speed Channel.
In three spots titled "Pre-Race," "Parade Lap" and "Early Race," black-and-white footage from early stock car races are combined with recent events to show that Nascar is, as the new tagline suggests, "Timeless." International Speedway Corp. in Daytona Beach, Fla., and Nascar Images in Charlotte, N.C., provided the archival clips.
Current footage featured in the spots was shot at Homestead-Miami Speedway and produced by Megan Collier and directed by Jeff Smith, the shop said.
Five commercials, produced by Martin for UPS and Nascar, are an extension of past work where driver Dale Jarrett is instructed on how to race the UPS delivery truck. All spots feature the copy: "We want to race the truck. People love the truck." The humorous ads play on the truck-racing scenario while conveying UPS' brand message, the shop said.
UPS spends $140 million annually on advertising, according to Nielsen Monitor-Plus.