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1 item from 2010

Tony Stewart Can Act: ‘The Rookie’ Takes Scripted Turn

25 May 2010 1:10 PM, PDT | | See recent Tubefilter News news »

In the world of sports, Tony Stewart is a household name. Fittingly since Nascar drivers are making TV and web cameos these days as often as their NBA and NFL colleagues, with shows like’s Mayne Street or Vuguru’s Back on Topps regular stops for some easy publicity. But most of the time we’re talking a few choices lines and a drop in, not actually carrying a show. When Tony Stewart’s Nascar sponsor Armor All wanted to tap their star driver’s outgoing nature, they whipped up a reality web series last year called Off Track with Tony Stewart with their agency Edelman’s digital arm Matter producing. It was a modest first effort—nothing too fancy or particularly buzzworthy—but good enough for Armor All to take it a step further. You see, in the world of branded entertainment there’s the safe reality »

- Marc Hustvedt

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