NASCAR and All-American Soap Box Derby (AASBD) announced they have teamed up to launch the first-ever national advertising campaign centered around the Derby. The AASBD is one of the most established grass roots youth and family organizations in the United States and a NASCAR official youth initiative. The print and broadcast spots feature one of racing’s most popular drivers Jimmie Johnson, the current NASCAR NEXTEL Cup Series points leader, who was recently named the AASBD national spokesperson. Johnson is the official spokesperson for the Levi Strauss Signature brand, which is currently the title sponsor for the AASBD. A first for the AASBD in its 68-year history, the new campaign titled “Wind Tunnel” is part of NASCAR’s effort to raise awareness for this great youth pastime. The 30-second commercial, created by Jump Co. of St. Louis, will break in June. Mirroring what takes place at NASCAR race shops, the spot shows Johnson assisting a group of children as they go through the steps of building an actual Soap Box Derby car. Johnson supports the kids in a simulated wind tunnel setting and helps fit the car with a cardboard template, illustrating some of the Derby’s core values, such as: basic construction skills, teamwork, friendship and the completion of a project. The spot is set to air in NASCAR race broadcasts on FOX, FX, NBC and TNT as well as other NASCAR-related programming on SPEED Channel. The print campaign also shows Johnson working with a group of kids on a Soap Box Derby car. The advertisements will run exclusively in NASCAR-licensed publications, including NASCAR Scene, NASCAR Illustrated and NASCAR Games and Puzzles and will encourage consumers to get involved by joining local AASBD chapters. In Soap Box Derby, boys and girls ages 8-17 build gravity powered cars from kits with assistance from a parent or other adult and compete in more than 450 races in 170 cities across the country. Held annually since 1934 in Akron, Ohio, local race winners advance to the AASBD Championship, which will be held this year on July 30. To get involved or for more information on the AASBD, call (330-733-8723) or visit www.aasbd.com.(Alan Taylor Communications)(6-15-2005)
