Joe Aimonetti
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Busch Racing [media]

BUSCH RACING
GOES FLANNEL

BUSCH BEER - FLANNEL RACING @ TALLADEGA SUPERSPEEDWAY

As Creative Director at MediaCom, my team and I created this media-led idea to flannel-ize Busch Racing’s Kevin Harvick for his race at Talladega Superspeedway, capitalizing on the popularity of the recently resurrected Busch Guy in the brand’s TV ads. The stunt paid off in a ton of earned coverage and plenty of content (you can even buy a replica flannel car). Note: MediaCom lost the AB/InBev business before we could execute the idea, but the components were from our original pitch.

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