Hasta La Creative!

You got a taste the other day. But now it’s time for the whole damn gluten-stuffed main course, as NBC Sports has rolled out its complete two-minute video with Nick Offerman singing gloriously about Nascar.

It’s a match made in heaven, really, as Offerman brings his world-weary, manly-man persona to the topic of America having gone soft, and needing the adrenaline shot of auto racing—along with all the accoutrements that culture brings, like grilled meats and American flag thongs—to set things right.

The video was made in-house, with Hungry Man’s Dave Laden directing. A 60-second version will air right after the final whistle of NBC’s Super Bowl telecast this Sunday, starting the network’s engines nicely as it returns to broadcasting Nascar this summer.

Below, check out the script and credits.

SCRIPT
America, it’s time for a gut check.
If the founding fathers saw us huddled in our little cocoons, texting each other smiley faces,
They’d hang their powdered wigs in shame.
When our idea of danger is eating gluten, there’s trouble afoot.
Yes, we the people have gotten soft, and all the likes in the world aren’t gonna save us now.
But one thing will.
Welcome to the place where we speed all day
Where we bump and grind in a non-sexual way
Where scores are settled, and we break the rules
And everybody’s got a set of badass tools
Get some NASCAR in your life
Hello glory, goodbye strife
Welcome to the place that we call home
Where meats are grilled and you can bring your own
Where everyone’s welcome and we all belong
Even my friend in his American flag thong
Get some NASCAR in your life
Hug your kids and kiss your wife
You want Billy and Sally to learn about math and science?
Send them to the school of NASCAR, they’ll thank you for it.
Sure everybody at NASCAR gets a trophy
As long as they win the f**king race
Watch your mouth
Did you know that less than 10 miles from Sonoma Raceway you can go wine tasting?
True story.
Get some NASCAR in your life
Slap some butter on your knife
Welcome to the place where your beast is freed
Like the rubber hooves of a tire stampede
Where men and women compete together
Just like they did back in the 18-nevers
200 miles per freaking hour
700 freaking horse freaking power
VO: Neck and neck, the battle is down this last stretch/
And Offerman takes Harvick to the checkered flag
There’s Harvick, Logano and Hamlin and Newman
Keselowski, Dale Jr, they’re all super human
Jeff Gordon, Carl Edwards, Matt Kenseth, the Busches
And maybe Jimmie Johnson will come back and kick some tuchus
Hello glory, goodbye strife
You’ve got NASCAR
In. Your. Life.

CREDITS
Client: NBC Sports Agency
John Miller – CMO
Bill Bergofin – SVP Marketing/ECD
Lorin Finkelstein – VP Brand/Co-ECD
Lindsay Davenport – Producer

Production Company: Hungry Man
Allan Broce – EP/CD
Dave Laden – Director
Eric Schmidt – DP
Erin Sullivan – Producer
Craig Repass – Line Producer

Editorial: Rock Paper Scissors
VFX: The Mill
Music: Beacon Street

A imagem da Nascar pode não ser das mais positivas já há algum tempo, especialmente se levarmos em conta Poor and Stupid, episódio da 14a. temporada de South Park. Nele, Eric Cartman faz o maior escândalo porque quer se tornar um piloto da Nascar, mas conclui que só conseguirá realizar seu sonho se conseguir ficar “pobre e estúpido”.

Agora, o campeonato nacional de stock car dos Estados Unidos resolveu apostar em uma nova imagem para sua marca, mostrando que as crianças sonham, sim, em se tornar pilotos da Nascar. Só que de uma forma um tanto diferente de Cartman. Isso porque a figura do piloto comporta todos os outros sonhos que se tem na infância: ser um atleta, um rei, um herói, bom e mau. Usar uma armadura, voar, ser corajoso.

A Ogilvy & Mather de Nova York ficou com a tarefa de orquestrar este reposicionamento, de uma forma que se aproximasse do público, mas sem perder a identidade original. Ou seja, mostrar que apesar de tudo ter mudado, na realidade nada mudou, conforme mostra o filme abaixo.

No último filme, a pergunta é simples e direta, após uma mistura de imagens de pilotos treinando e carros sendo montados: quem é a máquina?

A direção é de Gerard de Thame, com produção da Supply & Demand.

Post originalmente publicado no Brainstorm #9
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The Marijuana Policy Project is spreading its message to Nascar fans by purchasing video ad space on a Jumbotron just outside the entrance to the Brickyard 400 in Indianapolis from today through Sunday. Not only that, but the 30-second spot they're running (see below) disparages alcohol multiple times, something that Nascar sponsors Miller Lite and Crown Royal might not be too happy about. The video's specific claims are that marijuana has "no calories … no hangovers … [and] it's not linked to violence or reckless behavior." Drug cartels might have something to say about that last point, but I get what they're trying to say. If the MPP is truly interested in public service, they'll tell Nascar fans where to find decent weed. I grew up in Nascar country, and the stuff they smoke is total garbage.

UPDATE: The ad was pulled after the Drug Free America Foundation complained about it to Grazie Media, which owns the jumbotron. "Grazie Media does not, in any way, shape or form, support the use of marijuana nor the promotion of illegal drugs at a family event," Vanessa Wojtala, CEO and director of programming at Grazie Media, said in a statement.

A crescente onda das pegadinhas na publicidade está mais para tsunami do que qualquer outra coisa. E, dependendo da ideia e dos envolvidos, as chances do vídeo viralizar são enormes. Caso de Test Drive, vídeo que a Pepsi Max postou em seu canal do YouTube na terça-feira e que já ultrapassou os 7 milhões de views. Nele, o piloto da NASCAR Jeff Gordon resolve fazer um test drive, acompanhado por um vendedor de carros. Até aí, tudo bem, o problema é que o piloto está disfarçado e seu personagem, à primeira vista, não tem intimidade nenhuma com carros esportivos. No segundo seguinte, ele se torna um selvagem atrás do volante, para total desespero do vendedor, que aparenta estar próximo de um ataque.

O pior de tudo é que eu ri. Não consigo imaginar como deve ter sido terrível para o vendedor, mas é triste saber que da mesma maneira que o susto dele me fez rir, provavelmente deve causar a mesma reação em outras pessoas. Só que, passado o riso, vale sempre pensar nas consequências destas pegadinhas do Mallandro.

No ano passado, a Pepsi já havia feito algo parecido – mas com maior leveza – em Uncle Drew, com o jogador de basquete Kyrie Irving.

Post originalmente publicado no Brainstorm #9
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Brand positioning is what this new contest launched by Quaker State is all about. Titled “The Worst Commute”, motorists log onto www.QuakerState.com and submit at 30- to 60-second video highlighting why they think they have the “world’s worst commute”, whether it be a route riddled with car-sized potholes or a trip that takes them through continuous construction.

Videos will be subjected first to peer voting; then, the most popular videos will be viewed by a panel of judges from Quaker State management and the Hendrick Motorsports staff, including Johnson himself.

The winner of the video-submission contest will receive a once in a lifetime ride to work with a very special chauffeur: Jimmie Johnson, only the second driver in NASCAR history to win three consecutive Sprint Cup Series championships.

“Not everyone’s idea of everyday driving is as severe as mine,” said Johnson. “The Hendrick Motorsports team has been relying on Quaker State technology for the past 12 years. Season after season we are provided durable racing motor oils needed to protect our engines, helping us to garner an astounding 126 race victories, and an even more impressive seven Cup championships.”

(Source) Press

Patrick Dempsey, famous for his role as Dr. McDreamy on Grey’s Anatomy is one of the sought after fans, at least for his autography. In fact, one fan really waited for him at the tracks later on revealing that his wife told him not to go home unless he gets Dr. McDreamy’s autograph.

“OK, OK the real reason I’m in line is because my wife said, ‘Don’t come home unless you get Patrick Dempsey’s autograph and a picture.’ The reality is I’m doing this for my wife.’

A self-proclaimed “car guy” Dempsey, 43, got the racing bug years ago and turned it into a serious pursuit. He wants nothing more than to be “one of the guys” in a drivers’ meeting or a race favorite on the starting grid.

So the best place to catch Dempsey is at the race tracks. That is until he is finished racing.

(Source) NASCAR