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Help With Stock Car Racing Ad Theme
Posted By: cmb on 12/11/2006 11:15 AM (CST) 250 Points
I'm working on a campaign for our 2007 stock car racing season which starts in May and runs through August. It's a quarter mile long, high banked oval dirt track. What I have is something along this line:

"Feel the sting of the dirt,
hear the roar of the engine...

Catch the fever at the Sweetwater Speedway"

I'm trying to develop something for smell as well, but need some help in polishing it. I don't like "Smell" and can't come up with anything else. I'm obviously trying to play on sense. For smell, I have fuel, burning rubber, etc. Might also incorporate something like thrill of victor and agony of defeat? Not sure, but I want it to be catch and convey the excitement of dirt track racing - any suggestions and ideas would be much appreciated.

Posted by: CarolBlaha Accepted Answer
12/11/2006 11:30 AM (CST)
I'm not sure I want to feel the sting of anything, but feeling the heat works for me -- the smell of the dirt appeals more than the smell of fuel or rubber.
Carol
[URL deleted by staff]
 
Posted by: cmb Author Response
12/11/2006 11:33 AM (CST)
Good point, I'm not in love w/the word "smell" either
 
Posted by: peanutpeanut Accepted Answer
12/11/2006 11:54 AM (CST)
what about this:

Savor the moment...the roar of the engines... the heat of the engines....the race to victory..the acceptance of defeat... burning rubber....real people ...real action...catch the fever at the sweetwater speedway
 
Posted by: JudyJudyJudy Accepted Answer
12/11/2006 12:07 PM (CST)
How about: "Get a whiff of burning rubber."
 
Posted by: Jo Masterson Accepted Answer
12/11/2006 2:20 PM (CST)
I like your text...
here are also some variations. to conside:.

Burning rubber, stinging dirt, roaring engines... experiance the excitment of Sweetwater Speedway

Hear it? Smell it? Feel it?
Dirt track racing at Sweetwater Speedway

There is nothing sweet about dirt track racing at Sweetwater Speedway

It's Dirty, it's noisy and it smells like burnt rubber.... Experiance the excitment of Dirt Track Racing at Sweetwater Speedway!

Good luck,
Jo
 
Posted by: charles.stannard Accepted Answer
12/11/2006 10:13 PM (CST)
Feel the spray of the dirt, hear the roar of the engines, smell the burning rubber....Dirt Track Racing at Sweetwater Speedway (Goggles Required!)
 
Posted by: charles.stannard Accepted Answer
12/11/2006 10:23 PM (CST)
You could also say:

"Goggles provided for the first 100 customers."

and then give out free goggles as a promotion.
 
Posted by: bigstarnow Accepted Answer
12/12/2006 2:51 PM (CST)
Sweetwater Speedway - Loud, Dirty and Fast

Experience the roaring of hot engines, burning-rubber wheels spitting dirt and heart pounding excitment of Stock Car racing at Sweetwater Speedway.
 
Posted by: Marketing-Riot Accepted Answer
12/12/2006 2:53 PM (CST)
Feel the Sting of the Dirt,
Hear the Roar of the Engines
When the Rubber Slaps the Track
At Sweetwater Speedway

Catch the Fever This Season With
Action-Packed Screaming Excitement

Sweetwater Speedway
Where There's Nothing Sweet About Our Racing
 
Posted by: rjohnni Accepted Answer
12/14/2006 9:20 AM (CST)
Dirt track is all about action. And being a part of that. Bring the URGE into the communication. Ask him to:

Hit the dirt. Whirr the engine. Burn the rubber. Get real.

Sweetwater Speedway 2007. Nothing Sweet about it.

Sweetwater Speedway 2007. Sweat Guaranteed.
 
Posted by: dforbes* Accepted Answer
12/14/2006 7:51 PM (CST)
So much explosive racing action you can taste it!
 
Posted by: dforbes* Accepted Answer
12/14/2006 7:52 PM (CST)
Sweetwater Speedway
So much explosive racing action you can TASTE it!!
 
Posted by: Marketing-Riot Accepted Answer
12/15/2006 1:27 PM (CST)
Another thing to tie in is to be part of the action

All these sensations we're talking about is what I like about the dirt races. You feel like you're part of it. I think that is a lot of the excitement about it.
 
Posted by: ladams Accepted Answer
12/16/2006 1:10 PM (CST)
Here are a few thoughts, which may or may not work depending upon the graphics that accompany print and sounds that might accompany video/audio spots. I kinda like the last one, because it has that feeling of being up close to the action, a part of the action, and leaves room to add details if desired but is pretty complete in and of itself. The visual I see with it is dirt flying up off wheels toward or onto people in stands . . . . if there's a sense of heat coming off the cars, too, then it kinda captures the mood you seems to be looking for.


Hot thrills. Cool wheels.
It's time to play in the dirt!
Fuel your senses at Sweetwater Speedway.

Rev up the energy and feel the heat !
Fuel your senses at Sweetwater Speedway.

Sweetwater Speedway Stock Car 2007
Racing so real you're gonna get dirty.

hope this was helpful and best of luck to you . . .

LA
 
Posted by: cmb Author Response
12/17/2006 3:56 PM (CST)
Thanks to everyone for your help so far; some great ideas! I'll be closing this on Monday.
 
Posted by: pghpromo Accepted Answer
12/19/2006 1:14 AM (CST)
That's a nice one from ladams up above, about getting dirty, which makes me wonder whether your audience consists primarily of families OR males 20-50. So you may or may not be able to use a bikini-clad model with a muddy race car, combined with a variation of ladams closing line: "Racing so hot...You'll feel dirty all over."

I'm also recalling some old speedway ads in Oklahoma where an announcer would close with a high-octane laundry list of descriptors--something like this: "Heart-pounding, Blood-pumping, Mud-slinging, Wheel-burning, Hair-raising, Fire-breathing, Bone-crushing FUN! BE THEEEERRRRRRRRRE!" Corny but very memorable.
 


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