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Wayne Holloway and Deutsch LA Teams Up for Chevy Nascar

To help promote Chevrolet’s sponsorship of the 2006 Daytona 500 (February 27, 2006)
To help promote Chevrolet’s sponsorship of the 2006 Daytona 500, UNCLE director Wayne Holloway and ad agency Deutsch LA have rolled out a 3 spot campaign built around the tagline, “Yeah, we win a lot.” “Office” and “Champagne” and “Mirror” highlight the ongoing success of the Chevy racing team, which has over 600 wins under its belt.  The campaign broke during the 2006 Daytona 500.  A third spot, “Mirrors,” will break soon.

“Office” opens as a Chevy executive shakes the hand of current NASCAR champion Tony Stewart. The executive brings back yet another trophy to the company headquarters. There’s nowhere to store it however, as the lobby, hallways, storage rooms and even employee’s cubicles already have accolades stacked wall-to-wall. “Champagne” features team drivers Tony Stewart, Jeff Gordon, Jimmy Johnson (who went on to win the 2006 Daytona 500) and fan favorite Dale Earnhardt Jr. celebrating their respective victories at a restaurant.  They finish a toast by pouring their glasses of champagne on their heads—a reference to the NASCAR tradition of winners dousing themselves with bottles of champagne in front of the cheering crowd.
Production on “Champagne” was unique in that director Wayne Holloway actually shot the team drivers in two separate locales—Charlotte, NC, and Daytona Beach, FL—then combined the plates seamlessly together in post to give the effect that all four of the men were sitting at the same table.  Holloway was also able to draw out believable performances from the athletes—none of them actors—by encouraging them to adlib and have fun with the scripts. Rather than rely on stock racing footage for the closing scenes, UNCLE and Holloway directed the actual racecar footage.

“Working with real people is much more challenging than with trained actors,” said Holloway.  “Instead of manufacturing a character, you’re having to protect a persona at the same time they’re having to deliver lines from a script. It goes beyond just creating a friendly environment on the set.”

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Client: Chevrolet Division-General Motors Corporation
Title: “Office Space,” “Champagne” “Mirror”
Airdate: February 19, 2006

Ad Agency: Deutsch LA / Los Angeles, CA
President & CCO: Eric Hirshberg
SVP Associate Creative Director/CW: Eric Springer
SVP Associate Creative Director/AD: Michael Bryce
Director of Broadacast: Randy Morton
VP Executive Producer: Steffi Binder
Senior Producer: Tricia Hoover

Production Company: UNCLE / Santa Monica, CA
Director: Wayne Holloway
Producer: Anke Thommen
Executive Producer: Bryan Farhy, Nancy Osborne
President: Eric Bonniot
DP: Joseph G. Zizzo

Editorial Company: Chrome / Santa Monica, CA
Editor: Adam Parker
Executive Producer: Deanne Mehling
Producer: Christina Matricia
Assistant Editor: Andy Trecki

Shot in: Charlotte, NC and Daytona, FL

Page: 1

Related Keywords:Uncle, post production, Chevy, Chevrolet, NASCAR

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