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April 4, 2006
12:20 PM EDT (16:20 GMT)
The Automotive Licensing division of NASCAR recently debuted the first of three new consumer television ads to support the automotive industry's "Be Car Care Aware" consumer education initiative. The humorous TV spots feature real world situations that have universal appeal, all the while promoting the importance of preventative vehicle maintenance. The new NASCAR campaign will reach key consumer broadcast audiences via in-race spots on national NBC and FOX broadcasts as well as the SPEED Channel, XM Radio and the Motor Racing Network (MRN). In addition to spreading the word on April being "National Car Care Month," the campaign will drive consumers to the Automotive Service section of NASCAR.com where they can find a library of print, audio and video vehicle maintenance advice. And if they're looking for a top-notch repair facility, they can check out the NASCAR Performance Network -- a select group of automotive repair shops, body shops and parts stores -- by simply entering their zip code to find quality vehicle repair shops in their local area. This year's TV campaign includes three entertaining commercials: Engagement, Lucky Charms and Dog Brakes. The first commercial in the campaign -- Engagement -- debuted on national TV during the Daytona 500 and will run through April. The second spot -- Lucky Charms -- will make its debut in May, with Dog Brakes coming to audiences in July. "In our sport, the cars are the stars," says Odis Lloyd, managing director of NASCAR's Automotive Licensing division. "NASCAR fans love their automobiles, and this campaign makes a direct appeal to them. This terrific creative not only engages our fans to utilize the NASCAR Performance Network to find quality automotive repair facilities, but also promotes the necessity of proper car care maintenance practices." Developed in 1996, the NASCAR Automotive Licensing program builds awareness for the sport by creating marketing alliances with an expanded base of leading manufacturers and corporate partners under the NASCAR Performance and NASCAR Officially Licensed brand names. Together with a fully integrated marketing and media program, NASCAR is leveraging its assets to address the car-care needs of the sport's 75 million fans. "Be Car Care Aware" is a public relations and marketing campaign to educate the consumer about the benefits of regular vehicle care, maintenance and repair. The campaign is spearheaded by the Automotive Aftermarket Industry Association (AAIA) and is directed by the Car Care Council. AAIA is a not-for-profit trade association with more than 4,400 member companies who manufacture, distribute and sell motor vehicle parts, accessories, tools, equipment, materials, supplies and services. | 
