A new ad for Kobalt Tools (a branch of four-time defending NASCAR champ Jimmie Johnson’s sponsor Lowe’s) made its way through the tweets and message boards of NASCAR fans on Thursday morning, many of whom thought the viral video was real.
Jimmie Johnson Almost Crushed By Falling Car... Not!
↵For those who bought it, the images were stunning: Johnson and crew chief Chad Knaus nearly crushed by one of Johnson’s race cars on the set of a commercial shoot.
↵Alas, it was all staged – but an entertaining hoax, nonetheless.
↵We caught up with JJ on Thursday afternoon at a Lowe’s appearance in suburban Atlanta (he was helping high school automotive technology shop for tools as part of a sponsor donation) where he revealed more about the new marketing strategy.
↵First, check out the video, then read his comments below.
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↵Johnson said the video was one of a couple new upcoming commercials that are designed to show how tough Kobalt’s tools are. That required a bit of an edgier approach, he said, in order to show that “you can’t hurt the tools.”
↵In the past, Johnson and Knaus were pictured fixing various things around a community. Johnson described those ads as having a “jolly look and feel – let’s go off and fix a school bus with [people saying] ‘Hey, Jimmie!’” he said.
↵This new approach could be a good sign, especially since fans and NASCAR are eager for sponsors to let the drivers loosen up a bit.
↵“I know this has been a different program and [the corporate side of Lowe’s] have all had to wrap their heads around it, but I think it’s been pretty cool and fun,” Johnson said.
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But back to the video: Did the force of the dropping car startle Johnson even though he knew it was coming?
↵“You’re never comfortable when you have something that weighs that much above you,” he said with a chuckle.
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