The start of a new racing season always brings a certain feeling for fans but this year however, something else has also grabbed attention around NASCAR before many fans even settled in for the early races.
The main part of that effort is a cinematic brand film created with London based studio Concept80 as the video was officially launched on Feb. 8 and will run through till March 15. It is designed to remind longtime fans why they love the sport while also catching the attention of people who might not usually watch stock car racing.
A New ‘Hell Yeah’ Campaign Aims To Capture NASCAR’s Energy
This film sits under NASCAR’s new “Hell Yeah” campaign where instead of explaining the sport in a traditional way, the film tries to show how NASCAR feels using loud intense racing moments and fan culture.
According to NASCAR officials, the goal was to capture the raw energy that comes with race weekends and the organization worked closely with Concept80 for nearly a year to build a creative direction that could show the sport’s atmosphere in a cinematic format.
One of the most talked about parts of the film is the presence of actor Scott Eastwood, who appears at the start of the promo and in an early scene, Eastwood tosses away a glass of champagne to make a point about what NASCAR is not about.
The film also includes appearances from several well known figures across the sport including drivers such as Bubba Wallace, Carson Hocevar, Ross Chastain and Kyle Larson who show up throughout the campaign, along with former NFL star Marshawn Lynch.
Behind the scenes, much of the work was handled by Concept80’s North Carolina based production team and the studio admitted to using what it calls a full stack filmmaking model, meaning the same group handled editing, visual effects, sound design and other creative elements.
NASCAR Continues Expanding Its Cultural Presence
The campaign is not just about one video and is in fact part of a broader push by NASCAR to expand its cultural footprint and attract new audiences and over the past year, the organization has experimented with different creative projects and promotional ideas.
Concept80 has already worked with the sport on several initiatives before this season’s launch film as it helped produce promotional content tied to upcoming race events, including marketing for special race weekends and announcements related to major venues on the schedule.
One of the most phenomenal parts of the new campaign happened away from the racetrack when. NASCAR recently staged a large activation in New York’s Times Square that introduced what it called the world’s loudest billboard.
Moments like that show how the governing body is trying to blend entertainment, culture and sports into one experience. Officials have said the new season launch film is meant to reflect the authenticity of the drivers and the passion of the fans who fill grandstands across the country every week.
NASCAR’s chief brand officer, Tim Clark said, “Launching a new season is always a major moment for our sport, and this year it’s even more meaningful as we unveil our brand refresh.”
As the 2026 season gets underway, the campaign will continue running across television, digital platforms and social media and the hope inside the sport is that the film will not only bring attention to the sport but also remind people why NASCAR remains one of the most unique environments in motorsports.
