Mercedes-Benz Makes Racing a State of Mind...

Are you looking to create a humorous advertising campaign that leverages athlete endorsers? Are you looking to portray the personalities of rising stars in your league/organization?

Mercedes-Benz did a tremendous job playing up the personalities of Formula 1 stars Lewis Hamilton (representing England) and Fernando Alonso (representing Spain) in its 2007 viral hit, "Racing is a State of Mind". The humorous clip, portraying how Hamilton and Alonso's lives on and off the track are driven by their competitive nature, generated over 1 million impressions in the online space.

Organizations and leagues in the United States with duos/trios of rising stars should consider creating similar humorous campaigns to help position them in a positive light in the minds of consumers: 

• NHL (Sidney Crosby, Alex Ovechkin)
• NBA (LeBron James, Dwyane Wade
• NFL (Matt Ryan, Matt Cassel)
• MLB (David Price, Joba Chamberlain)
• NASCAR (Joey Logano, Denny Hamlin)
• Tennis (Rafael Nadal, Novak Djokovic)
• PGA (Camilo Villegas, Anthony Kim)