NASCAR "Lies" Highlighted in Belt Advertising Campaign

Goodyear is launching a consumer advertising campaign in the U.S. capitalizing on the legendary history of NASCAR "cheating" and so-called "speed secrets."
The stories, legends and myths about NASCAR race teams making their car engines run better will provide the cornerstone of the campaign with the theme “True Lies.”
The new campaign delivers a humorous message from several of the race circuit’s best known crew chiefs and engine builders, targeting passenger and light truck owners and professional and do-it-yourself mechanics.
Filmed at Lowe’s Motor Speedway in Charlotte, N.C., the commercials feature the race teams of Dale Earnhardt Jr., Jeff Gordon, Bobby Labonte and Sterling Marlin.
Of course, every team must abide by strict rules when preparing cars, but they also have track-legal, never-shared secrets to produce competitive advantages, according to Nick Gulli, marketing manager of Goodyear’s replacement products business.
The “lies” include lowering the car’s floorboard so the gas pedal depresses farther, using peanut butter on cylinder walls, and talking to the engine.
At the end of each commercial, an announcer proclaims, “There’s one thing NASCAR teams will admit is under the hood — Goodyear Gatorback belts.”
“Stock car racing is a natural hook, since NASCAR officially licenses Goodyear’s automotive belt and hose lines,” said Gulli. “Studies show that sports fans look for products tied to NASCAR.”
This year, Goodyear Gatorback Poly-V belts made their Winston Cup debut at the Daytona racetrack, following NASCAR approval of the equipment during the off-season. Goodyear Gatorback Poly-V belts used by race teams are straight-from-the- shelf belts available at authorized auto parts stores.
“The crew chiefs and engine builders had fun acting in the commercials,” said Gulli. “Test viewings demonstrate that Goodyear’s target audience will also get a laugh out of the ads.”
The TV commercials are scheduled on key NASCAR cable sports programs during the race season, while print ads will appear in various NASCAR publications. There was no word as to whether Canadian media were included in the campaign.