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When Sovereign Homes and their advertising agency, Ron Foth Advertising of Columbus, wanted to add some real zip to their television commercials, they looked no further than hometown hero Troy Coughlin and one of his 6.7-second, 205-mph NHRA Pro Stock cars.

In one of the most unique homebuilder advertisements to ever hit the airwaves, Coughlin lent his name and the cachet of one of his family’s instantly-recognizable, yellow-and-black racecars to the regional homebuilder’s campaign in order to bring attention to the Jeg’s Foundation Racing For Cancer Research program. The car used in the commercial prominently featured the Jeg’s Foundation colors and ribbon.

“I had a blast,” Coughlin said. “It was a real pleasure to work with all these professionals. When they originally approached us, the only question we had was if we could use the Jeg’s Foundation car. As soon as they heard what the Jeg’s Foundation was all about, they went out of their way to help us promote the cause. It was a true win-win situation for all of us.”

“The JEG’s car was perfect; it was exactly what we were looking for,” said agency Co-Creative Director Ron Foth, Jr. “The fact that it helps promote cancer research is a fantastic bonus.”

The campaign was designed to promote Sovereign Homes as “performance” houses. By parking the “Jeg’s Foundation Racing For Cancer Research” Pro Stocker in the garage and having a multiple national event winning racer standing alongside with helmet in hand, the company was able to drive home their “performance” message.

Ohio State University alumnus and current CBS analyst Clark Kellogg also joined in the action to highlight the home’s “high ceilings,” while an actor dressed as Albert Einstein promoted the structure’s “overall efficiency.”

“The house we shot the commercial in had a huge garage and they spent a lot of time filming the scene,” Coughlin said. “The car looked great in there, although I’m a little partial to my new ride. Unfortunately, it wasn’t available. The main thing is we will draw a lot of attention to the Jeg’s Foundation, and that’s a good thing.”

After 11 years in the Pro Stock class, Coughlin recently made the move to Pro Mod. Instead of the Chevy Cavalier he once drove, the one used in the commercial, he now pilots a wild ’67 Ford Mustang as a teammate to Mike Ashley. While his commercial on-air debut has already occurred in Ohio and the surrounding states, his on-track intro will have to wait until March 18 at the Mac Tools Gatornationals in Gainesville, Florida.

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