| | | | | | PICK YOUR FAVORITE | Bank of America kicking off 'favorite driver' campaign | |
| | Michael Smith / SceneDaily.com Bank of America will launch its first NASCAR commercial this week in local markets with a national release scheduled for later this summer.
The 30-second spot dubbed “Who’s your favorite driver?” will tout Bank of America’s NASCAR banking products, which are credit cards and checks that feature images of drivers such as Dale Earnhardt Jr., Jeff Gordon, Juan Pablo Montoya, Kasey Kahne and Martin Truex Jr., each of whom are represented in the ad.
Fourteen drivers in all participate in the program.
“It’s a continuation of our effort to connect with the avid NASCAR fan,” said Mike Hargrave, senior vice president and the bank’s motorsports platform executive.
The spot, created by BBDO, New York, will begin running locally this week in Charlotte with plans to run in Atlanta and Dallas in Fox’s Sprint Cup broadcasts. The ad will go national on ABC/ESPN July through November.
“We’re seeking the avid fan and those markets are key to our business at Bank of America, as well as strong NASCAR TV markets,” Hargrave said.
NASCAR affinity products, which launched in May 2007, have moved onto the bank’s top 10 most popular list now, just behind the New York Yankees, Boston Red Sox, Dallas Cowboys, New England Patriots and a few others not related to sports.
The bank called “Who’s your favorite driver?” its first sports-themed spot since the 2002 Salt Lake Olympic Games. More sports advertising is expected this year around the Beijing Olympics.
| | Posted May 13, 2008 , 12:02 am EST
Last Updated May 14, 2008 , 8:40 pm EST | | | | | | | | | | |
