What happens when you put a three-time NASCAR Cup Series champion, a Hall of Fame team owner, and a former series champion in a commercial together? You get one of the most hilarious sponsorship moments in NASCAR history. In addition to being renowned for his aggressive racing style while he was employed with Joe Gibbs Racing, Tony Stewart was also one of the sport’s most likable off-track figures. In a famous Chef Boyardee commercial, Stewart and Joe Gibbs, his team owner, pulled a complex joke on Bobby Labonte, his gullible teammate. Labonte realized he had been set up all along when Stewart gave an Oscar-worthy performance in what began as a straightforward sponsorship campaign, then evolved into a hilarious masterpiece.

Beyond the jokes, this commercial was a great illustration of how NASCAR sponsorships produce memories that fans will cherish for years to come. In addition to promoting canned pasta, Stewart was also marketing his personality, demonstrating that in NASCAR, marketing can be just as interesting as the actual racing.

The Perfect Marketing Pit Stop: Stewart and Gibbs Engineer the Ultimate Sponsorship Play

Speed, strategy, and sponsorship money have always been the driving forces behind NASCAR. But in addition to the high-stakes racing, the sport has given rise to some of the most entertaining commercials, successfully fusing branding and comedy to appeal to viewers. Among the most memorable? In a Chef Boyardee commercial with Joe Gibbs, Bobby Labonte, and Tony Stewart, Stewart gave a performance that, in the realm of motorsports commercials, might have earned him an Oscar.

This was more than just an endorsement. It was a masterfully written advertisement that made a standard sponsorship plug into a NASCAR fan inside joke. Fundamentally, the advertisement capitalized on Gibbs’s stature as the team’s ever-serious owner, Labonte’s more collected manner, and Stewart’s well-known fiery temper. The outcome? A humorous scene in which Labonte is tricked by Stewart and Gibbs into thinking that Chef Boyardee is the key to success.

However, NASCAR has a long history of using its drivers as marketing ambassadors in ways that go well beyond the racetrack, and this commercial was just one example. Joe Gibbs begins the commercial by warning Labonte not to devour Stewart’s supply of Chef Boyardee, reminding him that Stewart had made it plain that no one should touch his canned pasta. On the other hand, Labonte dismisses it, saying that Stewart has had a fantastic season and always eats it. Not letting the chance pass, Gibbs answers humorously, “Yeah! But you did, too.”

Then, without realizing that he is directly entering the joke that Stewart and Gibbs have planned, Labonte thinks, “Just think how good I’ll be if I eat it.” Stewart walks in as he finishes his lunch, appearing unconcerned because, as it happens, his Chef Boyardee has just arrived—in the shape of a personal chef. The punchline is spot on. Gibbs watches the prank progress like a master tactician, while Stewart plays it straight in his trademark deadpan humor. One of the most memorable NASCAR-themed ads of the 2000s is created when Labonte discovers he has been set up too late.

The Stewart-Labonte-Gibbs Chef Boyardee advertisement is still a fan favorite even though NASCAR has so many iconic commercials. Why? as it seemed genuine. It was more than just a commercial; it capitalized on the team dynamics, inside jokes, and real-life personalities that NASCAR fans already knew. It was more than just a commercial; it was a moment in NASCAR culture because of Bobby Labonte’s unprepared response, Joe Gibbs’ comic timing, and Tony Stewart’s ability to pull off the prank with a straight face. And it was unique because of that.

In NASCAR, sponsorships go beyond simply placing logos on a vehicle. Storytelling, entertaining, and providing supporters with an incentive to participate outside of race day are their main goals.

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Sponsorships, Speed, and Stardom: How NASCAR’s Biggest Names Turned Ads into Legacy

Speed by itself does not guarantee titles in NASCAR; sponsorships are what drive the race to success. Teams spend millions on R&D, top-tier pit crews, and state-of-the-art technology each season, but none of this is feasible without corporate support. According to Denny Hamlin, co-owner of 23XI Racing, the cost of operating a competitive Cup Series team is $18 million annually per car. Without significant sponsorships, even elite teams like Team Penske, Hendrick Motorsports, and Joe Gibbs Racing would find it difficult to maintain their lead. However, these sponsorships do more than simply help race teams; they also make drivers famous, and a well-made ad may stick in your memory as much as a winning pass in the final lap.

NASCAR’s marketing magic has long been ingrained in the organization. In a commercial, Dale Earnhardt Jr., a longstanding Budweiser ambassador, emphasized his rebellious nature by sneaking past security to get a cold Bud from a vending machine. It complemented the brand’s image and reaffirmed his easygoing, beloved persona. With Pepsi Max’s “Test Drive” commercial, Jeff Gordon went above and above by dressing up and taking an unwitting auto dealer on an exhilarating journey.

A driver’s personality could sell more than speed, as demonstrated by one of the most talked-about sports marketing ads. Kevin Harvick contributed his tough demeanor to Busch Beer’s advertising campaigns. He starred in several witty and daring commercials that reflected his intense race-day concentration. Then there was Jimmie Johnson, who was portrayed as NASCAR’s ultimate professional by his Lowe’s advertisements, which reflected his disciplined, clean-cut image.

These were carefully constructed storylines that elevated drivers to the status of cultural celebrities, not merely sponsorship agreements. The best collaborations in NASCAR were about more than just putting logos on cars; they were about forging memories, fostering relationships, and ensuring that the stories continued long after the checkered flag was raised.