Using children's dreams of grandeur and an exciting life, the new 60-second 'Heroes' Nascar ad from Ogilvy is touching, inspirational and shows young sports fans talking about what they want to be when they grow up.
These young fans describe Nascar heroes using their aspirations in such a genuine and sweet way, reminding viewers why people become fans to begin with.
With touching phrases like "I dream of kicking butt," "I dream of being a racecar driver," "I dream of being a tough guy," "I dream of mayhem," and "I dream of defying gravity," these kids give Nascar a more human face.
"A Nascar ad with kids has to be bold. We didn't do anything purposely funny or overly cutesy. It's very heartfelt, real, serious and cool. These drivers are the baddest-ass good guys you'll ever meet," says creative director Terry Finley about the Nascar ad from Ogilvy.
Key Themes Behind This Trend
- Youthful Sporting Campaigns
- Advertising campaigns that feature children aspiring to be athletes and expressing their dreams offer an opportunity to create relatable, inspiring and authentic content.
- Humanizing Sports Brands
- Campaigns that showcase the personal side of athletes and fans can help to create a more humanized, relatable and approachable image for sports brands.
- Emotional Marketing
- Emotional appeals in advertising and marketing campaigns can create connection and drive engagement, especially when they tap into people's aspirations, dreams or personal values.
Where This Applies
- Sports Marketing
- Creative campaigns that showcase athletes and fans in an authentic, relatable and emotional manner can help sports brands to build loyalty, engagement and positive sentiment among their fans.
- Advertising and Branding
- Developing creative campaigns that leverage emotional appeals and personal narratives can help advertising and branding firms to capture attention, drive engagement and distinguish their clients from competitors.
- Film and Entertainment
- Tapping into people's aspirations and dreams can also be a powerful narrative strategy for films and TV shows, especially those that involve sports, heroes or self-development themes.
