New NASCAR-Themed Coca-Cola Ad Provides Humorous Look at Sponsor-Friendly Sport

New NASCAR-Themed Coca-Cola Ad Provides Humorous Look at Sponsor-Friendly Sport

Competition for the Spotlight Races Beyond the Track as Drivers Sip Coke for Charity; Ad Will Debut During the Daytona 500

ATLANTA, Feb. 17 /PRNewswire/ -- Tony Stewart in a ballroom dancing competition? Carl Edwards cliff diving? Jeff Burton reading stock quotes from Wall Street? Race fans watching this year's Daytona 500 will see Coca- Cola Racing Family drivers doing just about anything to be caught on television drinking NASCAR's favorite soft drink.

(Photo: http://www.newscom.com/cgi-bin/prnh/20060217/CGF031 )

A new NASCAR-themed commercial provides a lighthearted look at a long running off-track competition, the Coca-Cola Reward Challenge. The premise of the program, and the new ad, is that each time a Coca-Cola-sponsored NASCAR driver drinks Coke on television, a donation will be made to that driver's charity of choice.

"Coca-Cola is helping drivers help others through donations to our favorite charities," said 2005 NASCAR Nextel Cup champion Tony Stewart. "I think people will like that this new ad shows the commitment that Coke has to NASCAR, its drivers and fans, while still being really funny."

The new spot features Coke-sponsored drivers vying for air-time in unexpected places - such as Jamie McMurray in a reality dating show, Mark Martin at a roller derby competition and Greg Biffle and Bobby Labonte on a weathercast -- all while drinking from bottles of Coca-Cola.

"We had a great time choosing the different scenes where the drivers of the Coca-Cola Racing Family are captured enjoying a Coke on TV," said Katie Bayne, senior vice president, Coca-Cola Trademark, Coca-Cola North America. "Everyone understands the importance of sponsor support to NASCAR. We know that racing fans will enjoy being 'in on the joke' and appreciate that we are helping raise money for good causes."

This new NASCAR advertising is the latest element to build on the momentum that Coca-Cola has established since debuting new marketing and advertising for variety of Coca-Cola Trademark brands in January and February.

While sponsor support is integral to NASCAR, it's also a sport defined by charitable giving. From the Petty family's dedication to chronically ill kids through the Victory Junction Gang Camp, to Jamie McMurray's support of the American Autism Society, to Greg Biffle's foundation work to increase the well being of animals, the stars of NASCAR are as committed to charity as they are to racing. Since its inception in 2002, the Coca-Cola Reward Challenge has generated almost $500,000 for a number of deserving charities.

A 60-second version of the new commercial, which was created by Wieden+Kennedy, will debut on television during NBC's broadcast of the Daytona 500 on February 19. The 60-second spot will also air in select movie theaters nationwide and two 30-second versions of the ad will air on television throughout the racing season.

Coca-Cola is the Official Soft Drink of NASCAR and the sponsor of The Coca-Cola 600. The Coca-Cola Racing Family includes top drivers Greg Biffle, Jeff Burton, 2005 champion Tony Stewart, Kevin Harvick, Dale Jarrett, Bobby Labonte, Kyle Petty, Elliot Sadler and Michael Waltrip. New additions to the Coca-Cola Racing Family in 2006 include Carl Edwards, Jamie McMurray and Mark Martin.

Contacts: Susan McDermott Melissa Layton
The Coca-Cola Company Weber Shandwick
(404) 676-4120 (314) 552-6785

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060217/CGF031
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN3
PRN Photo Desk, photodesk@prnewswire.com
Source: The Coca-Cola Company

CONTACT: Susan McDermott of The Coca-Cola Company, +1-404-676-4120, or
Melissa Layton of Weber Shandwick, +1-314-552-6785

NOTE TO EDITORS: View the ad at http://www2.coca-cola.com/presscenter/av_advertising.html . Addendum: List of participating Coca-Cola drivers and their charities Drivers Charity Greg Biffle The Victory Junction Gang Jeff Burton Duke Children's Hospital Carl Edwards Bulldog Club of America The Victory Junction Gang Camp The Dream Factory Kevin Harvick The Victory Junction Gang Dale Jarrett Susan G. Komen Breast Cancer Foundation Bobby Labonte The Victory Junction Gang Mark Martin The Victory Junction Gang Jamie McMurray Autism Society of America Kyle Petty The Victory Junction Gang Elliott Sadler Autism Society of America Tony Stewart The Tony Stewart Foundation Michael Waltrip Operation Marathon

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