Thu, March 28, 2024

Local advertising, marketing firm creates national commercial starring NASCAR driver

Last month, Bert Dean and his son, Allen, had the unique opportunity to create and direct a national TV commercial starring an up-and-coming NASCAR driver.

Dean, CEO of Clarion Creative, an advertising and marketing firm in Augusta, said the commercial, which was for a national foundation repair company, Ram Jack, was recorded by Rob Forbes with Moving Canvas Media in Evans.

Bert Dean

The commercial, which featured Layne Riggs, 20, the son of former NASCAR driver Scott Riggs, aired on Fox Sports 1 last Friday during a truck race in which Layne competed at Phoenix Raceway. Ram Jack is now one of his sponsors. In September, he became the youngest-ever Advance Auto Parts Weekly Series national champion.

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“You don’t usually see a driver come on in the middle of a race to provide an endorsement,” Dean said.

He met the Riggs family through his cousin, Billy Chandler, a veteran NASCAR crew member, and tire expert. Chandler met Layne, who grew up in Bahama, N.C., where Dean lived between the ages of 12 and 16. Chandler introduced him to Layne in May 2021.

Dean agreed to take on the onerous task of trying to secure sponsorships for the driver, which has become increasingly difficult due to the pandemic. M&M’s recently ended its sponsorship with Kyle Busch.

“The economic situation changed so much in 2020,” he said.

NASCAR racer, Layne Riggs

Dean said he was able to secure sponsorships for Layne by developing relationships. Rick Sykes, Ram Jack franchisee for North Carolina and Virginia, is a friend and neighbor of the Riggs family. He decided to sign up as a sponsor, and Dean negotiated the details with the company’s headquarters in Oklahoma.

Sykes spoke to Infinity Communications, LLC, CEO, and Bahama resident Jeff Coffey, who also agreed to be a sponsor. Dean said they’re trying to ensure that he has enough sponsorships to cover the 2023 season, which will consist of 22 races. Layne will need about $115,000 per race.

Besides his racing career, he’s also studying mechanical engineering at the University of North Carolina at Charlotte.

“Being the star of a national television commercial in only my third NASCAR national event was a special opportunity,” Riggs said. “I’m looking forward to Layne Riggs, Clarion Creative, and Ram Jack working together in the future.”

For more information, visit layneriggs.com/.

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