Tony Stewart
Award: Wood Pencil
Wood Pencil / Integrated / Integrated / 2010
Celebrity endorsements. An advertising staple since forever. But do stars really use products they pitch, or are they in it for the money? When Burger King signed NASCAR champion Tony Stewart to endorse the Whopper, they decided to put him to the test. A polygraph test. Featuring shameless shills Carrot Top and Erik Estrada, TV, radio and online ads sowed the seeds for the moment of truth: a live web event with Tony hooked up to a lie detector to answer the cynics. Could Burger King prove Tony really ate – maybe even loved – the Whopper? You better believe it.
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