RFK Racing Sponsor Unmasks Genius Marketing Move Behind Brad Keselowski Embracing NASCAR’s Forgotten Love for Convertibles

Never one to shy away from innovation, 2012 Cup Series champion Brad Keselowski, owner/driver of the #6 Ford Mustang for RFK Racing, surprised fans this offseason with a bold move that went above and beyond. Keselowski went all in with a promotional video for his new sponsor, Consumer Cellular, that left everyone with a bit of intrigue, then nostalgia, and finally a loud round of applause.

Consumer Cellular Explains Their Brilliant Strategy for Brad Keselowski and Co.

The intrigue came from the sight of Brad Keselowski emerging from a random garage on his usual #6 for RFK, only for viewers to do a double-take. The car, a sleek blue and orange Ford Mustang Dark Horse, was literally cut in half—no roof. This head-scratching visual quickly transformed into a wave of nostalgia for the Convertible Series and applause at Keselowski’s Hollywood-worthy acting to acknowledge the fact that this indeed was considered “illegal” by NASCAR today.

The “half-off” Mustang, however, cleverly represents Consumer Cellular’s significant cost savings compared to major wireless carriers. Carter Nance, Consumer Cellular’s VP of Brand and Creative Strategy, emphasizes this. Nance acknowledged the need to stand out in a crowded market saturated with “vanilla” advertising in a recent Twitter update from the official RFK account.

“We wanted to do something more memorable, a little different,” Nance said. He went on to highlight the historical connection, referencing the infamous Convertible Series, “So we gave that brief off to our teams. The agency came back with this idea… I wanted to make sure it was authentic. We went back. Did a little history. As many of you who are listening probably know, NASCAR ran a convertible series up until about 1962.”

He emphasized the correlation between the communications conglomerates’ USP and the throwback promo, elaborating on the need to be completely relatable in the evolving realm of NASCAR marketing. “Again, it was a great intersection of our core value proposition, and it was something that we felt like could connect with the core NASCAR audience. Especially fans that have been around for a long time that might have remembered seeing photos of these convertibles.”

A 101-Race Winless Streak Heading to Phoenix

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The wait is finally over as fans will finally get to see the #6 Ford Mustang, although the roof is intact, hit the track starting this week at the Phoenix Raceway. Consumer Cellular will be the primary sponsor for four races on the #6 Dark Horse, sporting the now-famous blue and orange paint scheme. The design will appear throughout the 2024 season at races in Kansas, Nashville, and finally Homestead-Miami.

While the marketing campaign is generating buzz, Brad Keselowski, on the other hand, remains focused on bigger goals, like repeating his 2012 fortunes with a new organization. His current 101-race winless streak has also been generating a lot of buzz throughout the week. However, Keselowski prioritizes long-term success over “falling a**-backward” into a win. He’s confident that RFK Racing’s new ownership structure and the potential of the Next Gen Ford will lead to victory lane soon enough.

Read More: Brad Keselowski Chops His Car’s top off, Takes a Sly Jab at NASCAR’s Boring Advertisements

“The Ford car is going to be really, really good at every track,” Keselowski iterated in a recent statement to Bob Pockrass. There’s no doubt that the RFK co-owner certainly embraces innovative new ideas, but will this evolving nature lead to wins for the “new #6 car and RFK this season? We’re about to find out in Phoenix.