NASCAR's "Twist" Captures Top Honors For Advertising In Sports
Nov 25, 2013
NASCAR’s “Twist” Captures Top Honors For Advertising In Sports
Prestigious Award Recognizes NASCAR’s New Brand Campaign
Building on the success of a new creative vision and brand campaign launched in February, NASCAR edged out all other major sports leagues and governing bodies, taking home the Titanium Award for ‘Best Spot’ at the PromaxBDA Sports Media Marketing Awards in New York on Tuesday, Nov. 19.
NASCAR Vice President of Marketing Kim Brink accepted the award for “Twist” – a one-minute television spot portraying the emotion, drama and duality within a sport that changes unexpectedly at a moment’s notice – on behalf of NASCAR.
“Since 2011, we have worked to renovate our brand to be more relevant for today’s audience. NASCAR is thrilled and honored to receive this prestigious award for ‘Twist,’ which celebrates the heart and passion of our sport and its drivers,” said Brink. “This piece of creative challenges widely-held existing perceptions about the sport and showcases the intrigue and unpredictable nature of NASCAR – both on the track and across the sports landscape.”
The fourth annual PromaxBDA Sports Media Marketing Awards honored the best strategic and creative marketing from the global community. Along with NASCAR, Turner Sports, the National Football League, MSG Media, NFL Network and the Atlanta Falcons were all named Titanium award winners at PromaxBDA’s annual Sports Media Marketing Awards. Additional special honorees included ESPN Executive Chairman George Bodenheimer, who received the Lifetime Innovator Award for his contribution as a creative leader in the field of sports marketing, and Red Bull Media House, who received the Game Changer Award for being a cultural innovator as a brand marketer, production house and digital distributor.
NASCAR partnered with Ogilvy & Mather and its Hispanic arm, Ogilvy Rojo, to create the aggressive brand campaign meant to excite both existing fans and new audiences. At the core of the campaign were nine original spots in both English and Spanish, including “Twist,” that included more than two dozen drivers and various creative treatments. Featuring new digital engagement, radio and print, this was the most comprehensive and integrated campaign NASCAR has ever launched.