Beer brand Budweiser offers up an ambassador farewell ad for long-time endorsers and super star Nascar driver Dale Earnhardt Jr with a powerful three-minute spot in tribute to the legend.
The moving film, developed in harness with VaynerMedia, is a branded send-off to the leading light of Nascar ahead of his retirement.
The commercial, which comes in an extended online version amplified across Budweiser’s various digital and social channels, opens with a cover sheet floating off Earnhardt’s Budweiser-branded car.
The creative, set to ‘The Night We Met’ by Lord Huron (which Bud marketing VP Ricardo Marques says is one of Earnhardt’s favourite tracks), follows the driver’s Nascar highlights from his debut, through his father’s tragic 2001 death at Daytona and many of his most cherished victories.
The footage and commentary is interspersed with the latest, last Bud branded vehicle making a final lap around Daytona.
The spot closes with the endline: “Through all the twists and turns, you kept your foot on the gas. This Bud’s for you, Junior.”
A 30-second cut-down version will debut on 19 November during Earnhardt’s final race at Homestead.
Budweiser is also planning to show a retro ad, from much earlier in his career, during the race telecast.
Earnhardt, who, at 43, announced his retirement at the end of the 2017 season in April, began his ambassador relationship with Budweiser back to 1999: when he first drove a Bud branded race car around a Nascar Cup Series circuit.
Since then Earnhardt won 17 of his 26 career Cup victories in a Budweiser car.
The beer brand has acted as an official personal sponsor of Earnhardt since 2007.
“Budweiser will always have a special place in my heart. They took a chance on me early on, sponsored my first Cup ride, and paved the way to many great opportunities I wouldn’t have had otherwise,” Earnhardt said in a PR statement linked to the commercial’s release.
“I’m deeply honoured in what they’ve done to commemorate my final race. It was unexpected and humbling. It brought back a rush of memories, but more than anything it reminded me how awesome it was to drive that red No. 8 car.”
“Budweiser has been with Dale Jr. through some of the biggest moments of his career. It’s because of Dale Jr. that the Bud car became synonymous with Nascar,” added Marques.
“We’re raising a cold Bud for a driver who transcended his sport, inspired millions and whose wins on the track are only surpassed by his character off it.”
“Bud and Dale Jr. have a long and decorated history, starting back in 1999 when Dale Jr. first took to the Nascar Cup Series track in a Budweiser paint scheme,” Marques added.
“During those years, Budweiser collaborated with Dale Jr. on many Bud commercials, including Super Bowl ads. To make this moment even more special, we wanted to bring back a piece of that work.”
Comment:
It reminds us a little of Budweiser’s brilliant work around the retirement of fellow athlete ambassador and New York Yankees legend Derek Jeter. (see case study).
In fact, this Budweiser campaign is just part of an avalanche of ads and marketing initiatives playing tribute to Earnhardt Jr.
These range from long-time automaker partner Chevrolet,
and fellow car paint job drinks partner Mountain Dew,
to a season-long set of social content pieces from the NASCAR itself.
How Nascar will miss its biggest, brightest star.
Links:
Budweiser
https://www.youtube.com/user/budweiser
https://www.instagram.com/budweiser/
https://www.facebook.com/Budweiser
VaynerMedia
Nascar
