Home Depot Gets Thick With Bricks

ATLANTA For the second time in three weeks, Home Depot has launched a national weekend promotion tied to a win by the car it sponsors on the Nascar racing circuit.

A full-page color ad in today’s USA Today features a photo of Home Depot driver Tony Stewart kissing the bricks at the finish line of the Indianapolis Motor Speedway after winning the Brickyard 400 last weekend. “Finally, someone who loves bricks as much as we do” is the tagline.

The ad will run in regional newspapers Friday. The media buy includes the Atlanta Journal-Constitution, Charlotte (N.C.) Observer, Indianapolis Star, Evansville (Ind.) Courier, Rochester (N.Y.) Democrat & Chronicle and Syracuse (N.Y.) Post-Standard and Herald-Journal.

Each ad runs for one day and includes a coupon for a 10 percent discount this weekend on bricks, wall blocks and pavers.

Drivers have kissed the row of bricks at Indy’s finish line for decades after winning races at one of the sport’s most famous tracks. The bricks are all that remain of the original paved surface of the oval.

Home Depot, which is based in Atlanta, ran a similar weekend promotion last month after Stewart won a Nascar race in New Hampshire. That ad showed Stewart climbing a fence at the finish to get the checkered flag (a celebration he began doing two months ago), giving rise to the line, “Hey Tony, we have ladders.”