NASCAR has released the first spot in its long-rumored “hell yeah” campaign, which features a member of the Front Row Motorsports lineup.
This TV spot, which NASCAR released on Saturday morning, highlights the biggest race of the season. It features a group of people in a bar and a conversation about the Daytona 500.
“Johnny, I don’t get it,” one patron says. “Every year, Daytona 500. What’s the big deal?”
This question prompts his companion, a man decked out in Daytona International Speedway gear, to go on a large rant about the crown jewel event. Meanwhile, Zane Smith sits nearby, nursing a drink and taking in the action.
It’s history. It’s America.
It’s the #DAYTONA500. pic.twitter.com/RSawomoZi7
— NASCAR (@NASCAR) December 27, 2025
“Camping on holy ground with a 100,000 strangers who somehow feel like family,” the man known as Johnny says. “Then, the Thunderbirds coming screaming over the stands right before the cars rip past. Straight through your chest, man.
“But it’s not just a race. It’s history. It’s America! Like when Dale Earnhardt finally won after 20 years of trying, the whole garage lined up to shake his hand on pit road.”
The fan continues showcasing his excitement about the Daytona 500 while bringing up Denny Hamlin and Darrell Waltrip. As he continues raving about the race and America, Smith looks up and drops the new tagline, “Hell yeah.”
The clip did not simply end with Smith’s comment. It quickly highlighted three big-name celebrities who served as grand marshal for the Daytona 500 over the years. Chris Evans, Gerard Butler, and Matthew McConaughey combined to yell, “Start your engines.”
The discussions about this new campaign began in September. The Sports Business Journal reported that NASCAR had hired Los Angeles-based ad agency 72andSunny to “reintroduce its brand” in a manner that highlighted the rebellious, Americana roots while also reaching new audiences.
FanBuzz viewed an early spot in the “Hell yeah” campaign the week of the Charlotte Roval. This was a different spot than the one focused on the Daytona 500, indicating that NASCAR will release more in the coming months.