“If it scares you just a little, it’s probably the right thing to do.”

NAPA Auto Parts - NASCAR Campaign

 

NAPA Auto Parts was a well-known sponsor of NASCAR driver Michaell Waltrip. Michael was a seasoned driver who was better known for his quirky acting than he was for his success on the track.

When NAPA decided to sponsor NHRA Funny Car driver Ron Capps, we were challenged to find a way to seamlessly merge the two drivers into a campaign that would appeal to two completely different racing audiences.

You would think that racing is racing, right? Turns out there was very little fan overlap in these two racing divisions. Fans of NASCAR had no idea who Ron Capps was, and vice versa.

​

The other challenge was determing how much we could count on Ron's ability to deliver in front of the camera. We quickly found out that Ron was a natural. Right from the start, he was giving Michael a run for his money.

The solution that my team came up with was to position Michael and Ron as the ultimate authorities on everything
"car parts." They showcased the driver's knowledge by
having them participate in a series of parlor games with various couples.

It was a fun juxtaposition to see the drivers, in their driving suits, casually–yet masterfully, playing parlor games in their friend's homes.

​

The spots aired during both NASCAR and NHRA races and really helped drive home the point that nobody knows parts like NAPA. The campaign really helped expand, and amplify, NAPA Auto Parts brand awareness. The campaign won Best of Show at the Columbus Addys and went on to
win Gold at the National Addy Show.