Fast cars and superstars make for reality TV, Part 2

As NASCAR fans, you're so used to seeing drivers and teams decked out in corporate apparel that it really doesn't register much any more.

It's the trademark, the brand image of Jimmie Johnson or Carl Edwards or Ryan Newman.

Fast cars and superstars, Part 1

Beginning June 7, ABC will present the latest reality TV series -- and the first based on NASCAR -- when it airs the first of seven episodes of "Fast Cars & Superstars -- The Gillette Young Guns Celebrity Race" featuring 12 celebrities behind the wheel of a stock car.

• Complete story, click here

When you see those drivers in full race regalia outside the track, it gets your attention.

When Fast Cars & Superstars: The Gillette Young Guns Celebrity Race debuts on ABC on June 7, the rest of the world will be exposed to NASCAR racing just like the celebrities who took part in the reality-based program did.

That's good news for sponsors.

"It's a strong program within NASCAR, and certain benefits come along with that," said Johnson during the filming at Lowe's Motor Speedway. "To be able to do something like this, to have this experience, it really excites me to get outside the norm of what we do."

Each of the drivers -- Johnson, Edwards, Newman, Jamie McMurray, Kasey Kahne and Kurt Busch -- represent NASCAR, its sponsors and their own sponsors in addition to Gillette, which provided the framework for the entire effort.

"It seems like every time you think there's not much else we can do, it seems NASCAR and the sponsors come up with something," McMurray said.

Edwards was happy for Office Depot and Scotts, which had a big part in the show.

McMurray said the additional exposure was helpful in another way.

"I think it does cross your mind," he said of the "value-added" exposure. "When you're running well and you're in the top five every weekend, you get a lot of TV time. When you don't, it's a bonus because [the sponsor] can justify the amount of money they spend on your team if you can get something extra like this."

Since the drivers are teaching others how to compete in their world, there's not much seat time for them. Johnson did say that seat time was being accumulated, however. (Continued)