Developed by new agency Y&R Chicago, the campaign features eight TV spots, six print ads and radio promotions to kick off the 2001 racing season beginning with the Daytona 500 on Fox.
The campaign was inspired by research that indicated "fans feel a sense of belonging and family" to the sport. Based on that insight, the agency created a campaign that shows how Nascar fits into people's lives. One TV spot shows the Taylor family as they exit their car from the windows. A print ad features a close up of a rear-view mirror with a race car taped to it. The tagline reads, "How bad have you got it?".
Copyright February 2001, Crain Communications Inc.