After successfully launching its overall NASCAR marketing campaign in January, ESPN today announced phase two of the effort in support of the NASCAR Busch Series. The campaign features drivers Carl Edwards, Denny Hamlin and Stephen Leicht along with 17 other Busch Series drivers and will run throughout the 35-race season. Created by Wieden+Kennedy New York, the three :30 spots present a character named Sergeant Doren who tries to impose the standard rules of the road to the race track. The campaign continues to bear ESPNs new NASCAR tagline, NASCAR on ESPN: Its The Life. Highlights include:
Sgt. Doren and Stephen Leicht get caught up in a misunderstanding of the correct driving distance between two cars.
Sgt. Doren grows concerned when he hears Carl Edwards proclaim that 150 mph is a much safer speed than 180 mph.
Sgt. Doren gets queasy in the passenger seat as he supervises Denny Hamlin practicing a course of orange pylon cones in the DMV parking lot.
The NASCAR Busch Series campaign will run on all ESPN networks and will include off-channel, outdoor, print and online.(ESPN PR)(2-5-2007)
