A couple years ago, NASCAR commissioned a study to help determine a new direction for the sport's marketing and communications.
Among the findings for its five-year action plan: NASCAR needed to build up its drivers' "star power" by putting their unique personalities on display.
And in a series of Chase-related advertisements set to debut during Saturday night's Richmond race – called "This Is My Chase" – NASCAR takes a great step toward doing exactly that.
The compelling ads focus on the individual stories of three drivers – Dale Earnhardt Jr., Brad Keselowski and Denny Hamlin – and they do a fantastic job of hooking the viewer.
Imagine if you were a stick-and-ball sports fan who wasn't very familiar with NASCAR – if you saw these ads, you couldn't help but be intrigued. At the very least, you'd want to know more about the drivers and their stories.
NASCAR is as much about the people inside the cars as the cars themselves, so whoever came up with the concepts for these commercials clearly understands that. These ads are outstanding work, and it'd be cool to see more stuff like this.
Here are the three "This Is My Chase" ads:
Dale Earnhardt Jr.