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New Chevy Racing Campaign During Daytona 500

American Government Special Collections Reference Desk

Stock Car Racing Topics:  Chevrolet, Daytona 500

New Chevy Racing Campaign During Daytona 500

Aurel Radulescu
March 8, 2006

As the stars of NASCAR are revving their engines for the 2006 racing season, Chevy Racing will be celebrating it’s success on the track with a new advertising campaign set to kick off during the televised Daytona 500 race. Boasting about their 25 wins in the last 33 Manufacturer’s Cup Championships, Chevy racing plans to focus on the fact that they have won more than any other automobile manufacturer while dominating one of the most popular sports in America.

The new Chevy Racing campaign unveils “Team Chevy,” which is an exclusive club consisting of some of NASCAR’s brightest stars and their participation using the Chevy Monte Carlo SS racing machine. While retaining it’s “American Revolution” tag line, Chevy also plans to incorporate a touch of humor with it’s new campaign.

During the first commercial ad spot, fans will see “Toast.” This promo features Jeff Gordon, Jimmie Johnson, Dale Earnhardt Jr. and Tony Stewart as they enjoy celebrating recent Team Chevy victories. As these superstars relive their wins, they incorporate NASCAR’s victory celebration into the crowd. As they spray champagne into the crowd of cheering fans, they also pour their champagne over the heads. The latter is customary for the victor in a NASCAR race, but Chevy decided to add a twist by spraying the fans, as well.

During the second televised spot, titled “Office,” Team Chevy once again showcases their racing dominance as Chevy’s Racing Director, Terry, searches for space to display the latest awards for current NASCAR Champion Tony Stewart. As he searches all around, he finds that every inch of space is already occupied with trophies. But, perhaps there is room somewherel . . . . "Chevy Racing is all about a passion for racing and winning and that excitement extends to our vehicle lineup, which is now America's No. 1-selling automotive brand," said Ed Peper, Chevrolet General Manager. "Deutsch found a simple, clear way to deliver that message with a couple of great humorous twists."

Chevy and NASCAR fans will get their first glance at the new advertising campaign during the NBC televised Daytona 500 event on February 19, 2006. Ads will appear nationally on both NBC and Fox. Printed ads, in conjunction with those being televised, will appear in USA today and in various racing program guides.

Chevrolet is the bestselling automotive brand in the United States. With the largest dealer network in America, Chevy is the leader in full-size trucks and in the sale of vehicles priced at $35,000 and above. In addition, Chevy offers expressive design, valued pricing and spirited performance with features found only in the more expensive automobiles. Read real time NASCAR news or the latest Chevrolet cars reviews including 2007 Chevy Tahoe and 2006 Chevrolet Aveo.



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