Crispin shows just why Tony Stewart endorses BK

Celebrity Endorsement Rule Number 1: the celebrity who endorses your product must actually love said product. This rings true in the latest bit of  Crispin Porter + Bogusky wackiness, a campaign that explains why NASCAR superstar Tony Stewart endorses and is sponsored by Burger King, as opposed to, say, the Sockmaster 2000.

Not content to keep this bit of marketing info to himself, Tony opens up his own school of endorsement, counselling other semi-celebrities on how to make their own endorsement deals work.

This will all culminate on October 20th, when Tony will take a lie-detector test, live online at truthabouttony.com, to see if he actually likes eating Whoppers. Fans are also invited to submit other questions to ask Tony while he’s strapped into the polygraph.

I gotta question for Tony and his school: why isn’t Ponch selling glasses by the truckload? He obviously loves and believes in them… hell, I want a pair and a Whopper right now.