This geriatric version of a drag race opens at a makeshift starting line on a desolate two-lane highway. Standing in the middle of that highway is an elderly woman behind a metal walker. She waves a pair of flags wildly through the air, and loudly exhorts two cars to "go!"
The automobiles, however, remain in neutral. Turns out the drivers are also senior citizens, and can’t hear what the woman is yelling.
At last the two would-be dragsters get the message and put the pedal to the metal—although one mistakenly starts off in reverse. Finally, both vehicles are moving in the right direction—forward—and the race is on. The autos pick up speed and the semblance of a contest seems to be developing.
The competition momentarily appears to take on some gamesmanship as the cars move up, neck-and-neck—and one driver screams at the other what seems to be the beginning of a taunt. "Fred!" he yells. We then see Fred, his head thrown back in a deep sleep behind the wheel of the other automobile. "Fred, wake up!"
Startled by his friend, Fred shouts back in total denial, "I am awake!" as the race continues. The cars cross the finish line, where an elderly photographer—as inept as the drivers—awaits. He snaps a picture—way after the vehicles have passed him by.
The spot cuts to a post-drag race celebration, where revitalized seniors are energetically whooping it up. We then see a parting product shot—a bottle of Bomba Energy Drink. A voiceover extols the beverage’s virtues with the slogan, "Liquid crazy time."
Jim Tozzi of Station Wagon Films, Santa Monica, directed "Drag Race," which was created by an Ogilvy & Mather, Los Angeles, team consisting of creative directors Joe McDonagh and Greg Harrison, copywriter Steve P. Williams and art director Justin Hooper.
Tozzi, who had worked with the Ogilvy team before, approached the creatives about helping him to generate some spec concepts. The Ogilvy contingent came up with a couple of spec ads, including "Drag Race," which Station Wagon produced. According to Jacoby, Bomba is interested in airing the spot but currently doesn’t have the necessary funds. He said the window, though, remains open for Bomba to run "Drag Race" if the funding becomes available.
Tozzi’s supporting cast included executive producer Anthony Mosa and producer Terry Hayes. Eric Schmidt was the DP.
Lance Pereira of Chrome, Santa Monica, edited the spot. Deanne Mehling executive produced for Chrome. Colorist was Paul Bronkar, at the time with 525 Studios, which recently closed. (Bronkar is now with Company 3, Santa Monica.) Online editor/Henry artist was Paul Geiger of Ring of Fire, West Hollywood. Title animation artist was freelancer Bill Wadsworth. Audio mixer was Robert Feist of RavensWork, Venice, Calif.
