NASCAR Leans on Its Legends: New Goodby Spot Taps Petty and Earnhardt to Hype the Importance of the Xfinity Race Series

By McCarthy, Michael | ADWEEK, January 26, 2015 | Go to article overview

NASCAR Leans on Its Legends: New Goodby Spot Taps Petty and Earnhardt to Hype the Importance of the Xfinity Race Series


McCarthy, Michael, ADWEEK


Stock car legends Richard "The King" Petty and the late Dale "The Intimidator" Earnhardt won the most Nascar season titles with seven apiece--putting them in rarified air among the many drivers that have raced over the decades.

Nascar and title sponsor Comcast will tap into their regal racing legacy to position the renamed Nascar Xfinity Series as the proving ground where future legends are born.

Four out of five Nascar fans are also NFL fans. Comcast will use the spotlight around this weekend's Super Bowl XLIX to promote the kickoff of the 2015 Xfinity series Feb. 21 at Daytona International Speedway.

Comcast and Nascar gave Adweek an exclusive look at the new campaign by Goodby, Silverstein & Partners, San Francisco. The new spot will break Jan. 30 during NBC Sports Network's coverage of Nascar Hall of Fame ceremonies, then re-air on NFL Network's Super Bowl Saturday Night and

NBC's coverage of the NFL Honors show the night before the Big Game.

Called "Out There," the first 30-second spot features a voiceover by the folksy Petty. The King notes there's some aggressive young Xfinity driver out there, right now, who could "intimidate the Intimidator."

Cut to a shot of Chase Elliott, the 18-yearold rookie who won what used to be known as the Nascar Nationwide Series last year. In a nod to Elliott's No. 9 car, Petty says there's some Nascar star of tomorrow who could end up winning eight or nine titles.

"Make no mistake about it. They're out there. I guarantee it," declares Petty. The tagline: "Names are made here."

The new spot by Goodby will be the first advertising attempt to rebrand the series under the Xfinity moniker, according to Matt Lederer, senior director of sports brand marketing for Comcast. The company signed a 10-year title sponsorship last year that will run through 2024. …

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