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CASTROL FUELS INTEREST WITH HUNT FOR 'AMERICA'S HARDEST DRIVER'

By Published on .

Marketer: Castrol

Effort: "Search for America's Hardest Driver"

Agencies: Alan Taylor Communications and Hampel/

Stefanides, both New York

Twist: To demonstrate its ability to handle engines in overdrive and back up its

"Drive hard" advertising campaign, Castrol GTX motor oil is conducting a national search to see who pushes their vehicles hardest. Motorsports champion John Force visits several high-profile locations in major cities this summer, jumping aboard an assortment of vehicles to gauge driving intensity, from heavy equipment operators to sportscar drivers.

Vital statistics: The tour goes to 10 major cities through August. Ten regional winners will be selected; one grand-prize winner gets a trip for two to Super Bowl XXXIV. The effort is also promoted on 4.5 million Castrol GTX packages with

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