You might be a redneck, Jeff Foxworthy said, if you think the most effective form of advertising is on the side of a car going 200 miles an hour. Rednecks or not, the folks at Boone/ Oakley are testing the medium by plastering a new, aerodynamic-looking agency logo on the side of Rick Crawford's No. 14 vehicle in the Nascar Craftsman Truck Series.
"These trucks are like billboards, but instead of you driving past them, they're driving past you," says John Boone, creative director at the Charlotte, N.C., agency. "It's only a matter of time before you start seeing names like Goodby and Wieden out there on the oval. We wanted to get there first."
The shop, which used Crawford in one of its Nascar ads, gets 24 square inches of space near the driver's-side rear wheel well of Crawford's Ford F150—between "Meguiars. The trusted experts in surface care" and "Berryman. Since 1918." "It's hard to find that kind of placement these days," Boone says. Well, what about the hood? "It would be hard to pony up the dollars to replace the Circle Bar RV & Motel," he says.
How effective has it been so far? "We haven't gotten a whole lot of advertising business from it yet," Boone admits. "We have gotten a couple of e-mails from people wanting to order shocks and struts."