Federal-Mogul Corporation has introduced a Dale Earnhardt Jr. centred print and online advertising campaign that invites vehicle owners and maintainers to celebrate the Champion spark plug brands 100th anniversary. The innovative Always a Champion campaign, featuring NASCAR Nextel Cup superstar Dale Earnhardt Jr., invites do-it-yourselfers and automotive professionals to experience the advantages of performance-driven Champion products. Each ad also invites consumers to visit the new virtual-reality AlwaysAChampion.com Web site, where they can explore the Champion Garage, enter the Performance-Driven Sweepstakes, play the Crew Chief Challenge, look up Champion spark plug listings, and earn anniversary prizes. The campaign features a series of ads highlighting Earnhardts off-track passions including his Corvette, all-terrain vehicle, dirt bike and boat that are powered by Champion spark plugs. Champion plugs are offered for virtually every type of vehicle: two or four wheels, on or off the track. The ad series will appear in leading lifestyle publications such as Field & Stream, Stuff, ESPN The Magazine, Boating, Hot Rod, 4Wheel & Off Road, and NASCAR Illustrated, as well as within an array of popular online destinations including ESPN.com, UGO.com and HotRod.com. The program is expected to generate nearly 120 million brand impressions. Champion is one of those rare brands that defines an attitude and a lifestyle, said Garth Cole, director of marketing, Aftermarket, Federal-Mogul. Millions of enthusiasts, including Dale Jr., have embraced the Champion brand because they understand the value of performance-driven technologies. Our new ad campaign and every element of our 100th anniversary program celebrates the extraordinary bond between Champion and todays consumers.