It was definitely thoroughly planned, but I think it's obvious the salesman wasn't in on it at all. Kind of ruins it actually... at the end, he's got a look on his face like "Who's Jeff Gordon? I don't think this is funny."
What they should have done was targeted 'the world's biggest Jeff Gordon fan'/car salesperson for this, not just some random fat guy who just gets pissed.
It was pretty funny though.
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