Champion Spark Plugs, Dale Earnhardt Jr. Team Up in Aggressive New Ad Campaign – UnderhoodService

Champion Spark Plugs, Dale Earnhardt Jr. Team Up in Aggressive New Ad Campaign

Dale Earnhardt Jr., arguably the world's most popular stock car racer, reveals his preferred brand of spark plugs in an extensive new consumer advertising campaign unveiled by Federal-Mogul Corporation's Champion spark plug brand.

Dale Earnhardt Jr., arguably the world’s most popular stock car racer, reveals his preferred brand of spark plugs in an extensive new consumer advertising campaign unveiled by Federal-Mogul Corporation’s Champion spark plug brand.

"Junior," who has long relied on Champion plugs for his No. 8 NASCAR NEXTEL Cup Chevrolet, reveals in several new full-page ads that he also chooses Champion to power his off-track passions, too. His Corvette, Camaro, pickup truck, all-terrain vehicle, motorcycle and boat all rely on Champion plugs for premium performance. Each ad features Earnhardt Jr. with one of his favorite vehicles, a corresponding set of premium Champion plugs and the campaign theme, "Always a Champion."

"Dale is a throwback to the muscle car era, when automotive enthusiasts worked hard and played hard. That image, combined with his impressive racing pedigree, is a perfect complement to the Champion brand," said Jay Burkhart, vice president of global marketing and brand strategy for Federal-Mogul. "The fact that he prefers Champion not only on race day, but also in his street cars, dirt bike, boat and other vehicles is a powerful endorsement of our premium plug technologies."

The new Champion advertising campaign is expected to generate nearly 50 million brand impressions throughout the year in leading male-oriented enthusiast magazines like FHM, Hot Rod, Field & Stream, 4Wheel & Off-Road and Outdoor Life.

Building on its nearly century-long history of superior performance, Champion has provided race-winning power for four consecutive NASCAR Cup Series champions, including 2005 winner Tony Stewart. The brand claimed wins in 22 of 36 NEXTEL Cup events last year.

Champion premium plugs for automotive applications include Champion Iridium, bringing maximum performance and exceptional durability to any engine model; Champion Double Platinum Power, featuring platinum on both the center and ground electrodes for longer lifer and minimal wear; Champion Platinum Power, an ideal upgrade for engines equipped with standard nickel/copper plugs; and Champion Truck Plug, ideally suited to the severe demands of today’s pickups and sport utility vehicles.

For more information on Champion spark plugs, contact your Champion supplier, visit www.federal-mogul.com, or write to: Champion Spark Plug, Federal-Mogul Corp., 26555 Northwestern Highway, Southfield, MI 48034.

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