NASCAR Figure Anchors BBDS' Thermo King Ads

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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.





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