NHRA News: Worsham stars in new Checker, Schuck's, Kragen commercial (9/16/2004)

Worsham stars in new Checker, Schuck's, Kragen commercial

9/16/2004

Del Worsham

Del Worsham, driver of the Checker, Schuck's, Kragen Funny Car, appears on television nearly every week during ESPN's coverage of the NHRA POWERade tour. Such exposure is nothing new to the popular driver, who has become accustomed to having cameras and microphones thrust toward him at any moment.

But taking part in a carefully crafted and professionally produced television commercial was something Worsham had never before experienced, until now.

Worsham recently spent 10 hours taping a new CSK Auto television spot. As the star and main focus of the 30-second commercial, Worsham proved to be a natural in a comedic setting, and was more than happy to follow a script that had him racing up and down the aisles of a Kragen store to assist a customer in need. The ad is currently running on the "Motel 6 Vision" big screen at NHRA national events, as well as on select Major League Baseball broadcasts in Checker, Schuck's, or Kragen markets.

Pushing a custom-built, smoke-belching, "Nitro Funny Shopping Cart" while dressed in his full racing regalia, including his firesuit, helmet, and HANS device, Worsham filled the cart with auto parts and accessories in a rapid-fire blur, leaving the customer stunned and impressed by the superior "customer service." The role of the "customer" was played by CSK Senior Motorsports Manager Joe Spica.

"We do a lot of television these days, including a lot of live stuff," Worsham said. "There's some stress that goes along with being on national television live, but you get used to it. Spending a full day with a first-class video crew, following a script, shooting each shot from different angles, and trying to get it right each time was really a cool experience, and very different from what we're used to. We were surrounded by professional lighting, sound, and video people and it was very interesting to watch them work.

"At the track, when Parker Johnstone or Dave Rieff runs up to you with a camera, it's pretty much on the fly and whatever happens, happens. On the set, they know what they want, they know what they have to shoot, and it all has to follow the script and fit the timing. It's very meticulous. I was really surprised at how much they pay attention to each tiny detail. It was a whole different world from what I'm accustomed to, but it was a fantastic experience. Joe and I had fun playing actors for a day."

Produced and directed by CSK Creative Director Jim Myers, the spot was taped at a Kragen store in Vacaville, Calif. With cameras, lights, and cables stretched all over the store, the shoot quickly got the attention of local shoppers and as the day progressed more and more Worsham fans showed up for autographs between takes.

"They actually kept the store open, and customers were in and out all day," Worsham said. "I guess one of them knew who we were and called some friends. Pretty soon, a small crowd was gathering and people were bringing in posters and die-casts for me to sign. I was kind of stunned. I guess it's not every day that a commercial gets shot in their local Kragen store. I know it's not every day that I'm in it. This was my first."

Jim Schoenberger, CSK's vice president of marketing who attended the shoot to oversee production, praised Worsham's commercial debut.

"Frankly, none of us knew what to expect, but Del did a wonderful job and embraced the entire concept," Schoenberger said. "It was a long day, and the script called for both Del and Joe to do some funny things. We needed both of them to really sell that attitude, and they did. But, until you finish the post-production and finalize the editing, you don't know what you have. What we ended up with was a very fresh and effective commercial that should grab consumers' attention. On top of that, we think NHRA fans will definitely love it."

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