Nextel Takes Over NASCAR Series

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Dale Earnhardt Jr. takes the field.
Nextel heralds its new role as title sponsor of the NASCAR Nextel Cup Series (formerly the Winston Cup), with a new race-themed campaign from TBWA/Chiat/Day/New York. In three spots directed by Headquarters' Joe Public, fans and racers alike negotiate the world of NASCAR with the help of Nextel's Direct Connect walkie-talkie service.

In one, we see Dale Earnhardt Jr. in the stands at a football game, where he is suddenly summoned to the field -- car and all -- to save the day. In other spots, fans use their phones to make their way through a racetrack RV park and to make short work of a concession stand line. Three other spots, created in-house at Chiat/Day, use stock footage and focus on NASCAR's American heritage.

The racing series, which was sponsored by Winston for 33 years, kicks off with the Daytona 500 on Feb. 15.

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