NASCAR: All on the Line

Client: NASCAR
Date: Sep 2018
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Nascar is revving up for its playoff run, and a new campaign takes people down on the track and behind the scenes for an up-close look at the racing excitement.

For 16 Monster Energy Nascar Cup Series drivers, the start of the playoffs means it’s ‘All on the Line’, which is the title of the campaign. The emotion, intensity and unpredictability of playoff racing will be captured the campaign, which will feature live-action television creative and digital content across all 10 weeks of the Nascar playoffs.

The first television spot previews the campaign leading into the playoffs kick-off race at Las Vegas Motor Speedway on September 16, then the spots become a moving target, of sorts.

For all 10 playoff races, culminating with the championship finale at Homestead-Miami Speedway, Nascar will capture drivers and teams to document storylines as they unfold. Nascar and NBC will unveil new advertising creative each week in addition to video content across digital and social media channels.

Gregory said the organization will be sending out three different Nascar crews to each race, in. collaboration with NBC. “Those crews are going to be nimble. We’ll have the bare bones and framework, but they will have to adapt immediately,” and that includes any on-track incidents (crashes), the intense interplay between team members, an inside footage. She said it is different from what they would usually do, which is make the spots in advance by anticipating what might happen, to actually filming it when it happens.

In addition to the television campaign, there are also individual driver videos that will run on social media. Plus, fans have access to customized Twitter emojis and hashtags for all 16 playoff drivers, thanks to a partnership with Twitter. Fans that tweet with #NascarPlayoffs will activate the official emoji for this year’s playoffs.


Agency: 77 Ventures

Brand: Nascar

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