KEY MESSAGING:
NASCAR Cup Series logo
SUNDAY
3:00 PM ET
FOX logo
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
*This is a fast moving timeline with first master files due 4/9*
Talladega Superspeedway is a legendary NASCAR track that consistently produces incredible racing action. Throughout the years, it has earned the moniker of ‘the biggest and baddest track’ because of the intense three-and-four-wide, side-by-side racing, and bumper-to-bumper action at close to 200 MPH that can lead to ‘The Big One’: a crash that can take out a large swath of the field in the blink of an eye. For drivers, the mighty Talladega is an intimidating track that demands nerves of steel, and it's a track that every driver aspires to conquer, but that only the most daring have. For the fans, this is a race they don’t want to miss out on, because it offers some of the most intense racing action of the year.
NASCAR is looking for at least one filmmaker to create two different short videos to promote the race. This project is a little different than those we have had in the past though, as we are not just looking for content geared toward TikTok, but also looking to have a video made specifically for YouTube Shorts too. Creatively, we are looking for something that feels authentic, social first, and possibly even humorous, so we'd encourage editors, animators, and live-action filmmakers alike to pitch. However, each video should play into the platforms and audience where they will live and your treatment needs to include how you would approach both the short TikTok video, and the longer YouTube Shorts video.
When it comes to the TikTok asset, the video should be :15 or less, so you need to grab attention fast and not bore viewers with anything too narrative-based. You should lean into the trends and styles that would organically come across for NASCAR viewers. We know that when many people think of NASCAR, they think of the movie Talladega Nights, and they're be open to seeing concepts that build on that, but don't go overboard, as that's not guaranteed to work here. Talladega is also known for a legendary party atmosphere at the track, and many local college students even dress up in their finest NASCAR attire and play “redneck” for the weekend.
The YouTube Shorts asset can run anywhere between :15-:60, so you have a little more room to play with length. You still want to capture attention early, but you also need to be able to sustain it. You should consider leaning into more audio elements to get the viewer’s attention, and then augment the graphics with bright branding and text supers, though you need to ensure they live within the platform's safe zone. Also, keep in mind that branded assets also loop continuously until a viewer swipes up on YouTube Shorts, which may guide your edit and encourage something that feels organically loopable - even if you still include a CTA with tune-in details at the end. NASCAR has found that a text CTA coupled with voiceover typically delivers the best results. If your video includes talent, you should aim for a younger Gen-Z demographic, and consider an approach that involves them trying to make a one-on-one connection with the viewer, either by facing the camera, or talking directly to viewers.
Your videos should be engaging, and clever; humor is encouraged but not required, and an authentic tone, look, and feel is important. You'll want to focus on action-packed racing, wrecks, and cheering fans. The NASCAR team has provided footage from last year's race, the creative assets that have been used for ticket sales, and even the ticket sales radio audio -- all of which you can utilize in your videos. You should also consider ways to highlight past Talladega winners, such as Defending NASCAR Cup Series Champion Ryan Blaney, Chase Elliott (a fan favorite and Georgia native), Bubba Wallace, Ross Chastain, Kyle Busch and Denny Hamlin.
We're looking for creative concepts that can be executed in a way where we can create both a primary video, and an alternate version for both the TikTok and YouTube video, with small changes, to allow for testing (e.g. one version with voiceover, and one with text-to-speech, or one version with branding in the first three seconds, and one without). NASCAR wants to test both versions and see which ones perform better. NASCAR will work with the greenlit creators in pre-production to figure out the best approach for the alternate version.
To see some key messaging and some examples of the tone we are going for, make sure to check out the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 4 total video assets.
EXPECTED TIMELINE: *This is a fast moving timeline with first master files due 4/9*
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Millennial and Gen Z NASCAR fans
TONE/FEEL: Fun, Celebratory, Authentic, Exciting, Momentous, and Immersive
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.