NASCAR: I Am Nascar

Client: NASCAR
Date: Feb 2020
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Nascar is bringing some swagger back to its marketing as it releases its new campaign to kick of the race season with the Daytona 500.

The tag ‘I Am Nascar’ is taking pole position for Nascar’s advertising campaign and it looks to help Nascar reclaim its sense of purpose and its power.

‘I Am Nascar’ is going to be the Nascar thematic throughout 2020, not just in its advertising, but through content, activations and plenty of touch points that are rolling out this weekend at Daytona and through the first part of the season.

Geico is sponsoring the first part of the season, called ‘Nascar Returns’, which reintroduces the sport after its winter layoff. The new campaign, which includes two action and racing personality-filled spots for the Daytona race and for the organization itself. The Daytona spot shows action from the recent and distant past, with crashes, fast action and fan reaction. The voice-over states: “I am wide open, faster than fast, predictably unpredictable…I am the Daytona 500, I am Nascar.”

The anthem spot follows a similar tone, with phrases like “I am a year-long, furious journey…I am the Nacsar 2020 Cup Series”.

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