The Rays – A Family You Tune in to Watch
Dubbed “The Rays,” the Ask.com ad campaign unfolds like a family TV show, bringing viewers into the life of a very colorful NASCAR family – Grandpa (Cecil), mom (Karen Ray), dad (Billy Ray), their two children, Travis and Danny, and their three dogs. The Ray family loves NASCAR – and each other – and we peer into what they go through as they enjoy NASCAR season together.
Viewers join The Rays in dozens of slices-of-life scenarios, including their living room as they watch the races, as they travel in their recreational vehicle to get to the track, and as they humorously tackle the dilemma of possibly missing a race when their RV breaks down. But whatever The Rays are doing, NASCAR is not far from their thoughts, and each spot leaves the viewer with a cliff-hanger and NASCAR-related question posed by a Ray -- to each other, as a voice-over thought bubble to viewers or in a dream sequence. For example, the Rays ponder: “How much weight do drivers lose during the race?,” “What kind of car does Bobby Labonte drive when he’s not on the track?,” and “What is the fastest time a pit crew has ever changed a tire?”
Airing approximately 4-5 times during each of the 36 NASCAR race broadcasts, the :15 and :30 Ask.com spots feature content tied to that particular race broadcast. As such, “The Rays” are expected to become regular fixtures on the NASCAR scene, building an emotional bond to NASCAR race fans that, in watching their favorite sport, are experiencing many of the same “Ray adventures” with their own family.
In addition to the :15 and :30 spots airing during NASCAR races on such networks as FOX, Ask.com will run a series of “crawlers” – contextual overlays featuring a car zooming across the screen along with a NASCAR-related question, the answer to which can be found by going to Ask.com.
In a year when industry experts are predicting a 4-8 percent drop in local advertising, and a national spot decrease of 12-16 percent, Ask.com is launching a robust TV schedule. This property will extend online – as Ask.com has become the “home of auto racing” as it relates to search engines.
YouTube.com link -- http://www.youtube.com/watch?v=Yn7cIERFhkA