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