NASCAR took top honors at PromaxBDA’s annual Sports Media Marketing Awards on Tuesday night at Capitale in New York City. Partners ESPN and Turner Sports as well as the NFL and major league sports teams also were named Titanium award winners.
Working with Ogilvy Mather & Mather and Ogilivy Rojo, the Hispanic arm of the agency, NASCAR won the Best Spot award for “Twist,” which portrays the emotion, drama, and many levels of duality within the sport in truly unexpected fashion. It includes Tony Stewart’s reaction to being spun out by Matt Kenseth at the 2012 Irwin Tools Night Race at Bristol Motor Speedway.
You can see the spot above as well as other spots that revealed a brand new creative vision for the sport. The campaign features more than two dozen drivers, with nine original spots in both English and Spanish. The drama-filled campaign premiered during NASCAR’s crown-jewel event, the Daytona 500.
At the heart of the campaign are NASCAR drivers, who help bring to life the unpredictability and drama of NASCAR racing, both on and off the track. With an unprecedented incorporation of drivers, number of creative treatments featuring new digital engagement, radio and print, this is by far the most comprehensive and integrated campaign NASCAR has ever launched.
Kim Brink, NASCAR, vice president, marketing, accepts the Best Sport Award at PromaxBDA's annual Sports Media Marketing Awards in New York City on November 19, 2013.
“The campaign was created to excite existing fans while engaging with new audiences, and is representative of where NASCAR is headed as a sport” said Kim Brink, NASCAR, vice president, marketing. “In developing the spots, we wanted to celebrate the heart of what makes our sport unique, challenge existing perceptions, inspire the entire industry and do it all as authentically and confidently as possible.”