Armor All gets under the hood with new Tony Stewart webisodes

Posted on Wed Jun 2 2010

What better way to haze the new guy on a Nascar crew than by making him wear a prison-orange jumpsuit stamped "Rookie," giving him a Gatorade shower and tempting him with a Playboy Playmate-caliber co-worker? Poor newbie. The scripted scenario, shot in cinema verité style, is part of an Armor All-sponsored branded entertainment campaign from Swift River Productions and Edelman's sports and entertainment division, Matter. This is season 2 of the webisodes. The first episode is above; see three more here. Season 1 followed Nascar racer Tony Stewart during some off-track activities and pulled in more than 5 million video views. The new vignettes, which launched recently on YouTube, Facebook, racing, entertainment and other sites via syndication, follow a new worker (actually an actor) at Stewart's home base, Stewart-Haas Racing. Since the marketing message is DIY, the rookie gets put through paces in the garage, which lead naturally to Armor All product placement and step-by-step tips aimed at gearheads and racing fans. Stewart himself, who fake-teases the idea that he's building a submarine out of spare car parts, usually has a hand in the rookie's success. That reinforces his nice-guy image and makes "tough-talking" comedian Earthquake, who plays the crew boss, look like a hard-ass in comparison. Now that's a feat.

—Posted by T.L. Stanley



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