Sprint Nextel teams with NASCAR driver Montoya for Hispanic TV ad


Sprint Nextel will debut its first TV commercial with celebrated driver Juan Pablo Montoya on 6/18. As the premier sponsor of the NASCAR Nextel Cup Series, Sprint Nextel brings the sport of NASCAR closer to Hispanic consumers and uses the sport's intensity to demonstrate the speed of Nextel's products.

Titled "Gotera" (A Water Leak), the 30-second, Spanish-language commercial shows the Colombian-born driver making his pit stop during a race. While his pit crew works on refueling and changing worn tires in less than 15 seconds, Montoya is instantly connected to his wife via a Nextel Walkie-Talkie phone, and helps negotiate the cost for a plumber's work.

Last year, Montoya became the first Formula One driver to join the Nextel Cup circuit on a full-time basis, making him the most high-profile Latino athlete in the sport. The Sprint Nextel TV spot is Montoya's first Spanish-language commercial after entering the NASCAR Nextel Cup Series.

The commercial is part of a larger, Hispanic integrated-marketing campaign Sprint Nextel launched earlier this year. Designed to capitalize on the excitement of NASCAR Nextel Cup Series racing, the second phase kicks off with the commercial's debut, and includes radio advertising, a national "Viva la Copa Nextel de NASCAR" sweepstakes, in-store promotions, online, direct marketing, PR, and leveraging drivers such as Montoya.

Promoted in the TV commercial, the "Viva la Copa Nextel de NASCAR" National Sweepstakes invites consumers to sign up for a chance to meet Montoya. For one lucky winner and three of his/her friends, the grand prize will be an all-expense paid trip to attend the race at Homestead-Miami Speedway in what will be the race that crowns the NASCAR Nextel Cup Series Champion.

The spot was developed by Sprint Nextel's Hispanic AOR The Vidal Partnership.