February 12, 2002

Bad hair day



In the end, it was Andy Houston's experience --
both driving and promotional -- that endeared him to Excedrin.

When he started looking for a new ride after his McDonald's
deal fell apart last July, the Excedrin team had already been
looking for a new driver for months. In May, it rented out a
North Carolina track and invited nine drivers, all of them from
small-time circuits, to audition.

NASCAR Car
Tony Liberati, the Excedrin team's crew chief,
evaluated the drivers as they took a car around the track; then
Kristen Helsel looked on as the drivers stood
in front of a camera and answered a host of mock
media-interview questions. ''We needed to make sure
we didn't have somebody who was just absolutely brain
dead in front of the camera,'' Liberati says. The results
weren't particularly satisfactory.

One driver shuffled his feet and looked at the ground;
another spoke in a Southern accent so thick he was
hard to understand; one driver just had the
wrong hair. ''There was no way I could run
him anywhere with his hair in different colors,'' Helsel
says. So in July when Liberati found out that Houston
might be interested in driving for Excedrin in the Busch

Series next season, Liberati and Helsel asked
to see him right away. They rented a track in Kentucky
and had Houston drive a car for them there.

There was no need, they decided, for Houston to do a
mock interview. ''If he was good enough for McDonald's,
I think there's the assumption he knows what he's doing,''
Helsel says.

The audition went smoothly, and Helsel and Liberati
recommended Houston to Excedrin. After some
Bristol-Myers Squibb executives met Houston
at a race in Tennessee in August, they concurred.
Houston was Excedrin's new driver.

Driving the Company Car, By JASON ZENGERLE [NYT].

Posted by dc at February 12, 2002 12:21 PM
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