NASCAR kicked off its 2026 season preparations in explosive fashion, debuting a high-octane national advertising campaign immediately following the Super Bowl on Sunday night.
It is another in their series of commercials with the unapologetic tagline “Hell Yeah!”
The ad spot — which aired on FOX to millions of viewers still tuned in after the Seattle Seahawks‘ victory over the New England Patriots — embraces the raw, gritty essence of stock car racing.
The campaign positions NASCAR as a no-frills, high-energy sport built on intensity and authenticity. It begins with the declaration “America, start your engines,” inviting fans to join the ride. It even includes some hot women and flamethrowers. What more could you possibly ask for?
Enjoy!
Full throttle for a damn good time.
— NASCAR (@NASCAR) February 9, 2026
America, start your engines! pic.twitter.com/kWh8xpTNhw
NASCAR Dials Up the Grit: ‘Hell Yeah!’ Post-Super Bowl Ad Embraces Raw Racing Roots
This latest ad signals NASCAR’s intent to reconnect with its core audience. Which they’ve been fixing to make happen for some time now. And they’re delivering with an unmistakable pro-America message.
The NFL might want to take a few notes on the matter.
“America’s forefathers didn’t throw tea into the harbor so we can sit quietly on rooftops and drink champagne,” the man in the commercial states.
“Our engines don’t whisper, they roar. … You want perfect turns and polite applause? You know where to find it,” he adds. “But if you want dust, dinged fenders, and a place to let loose, we’ve got a seat waiting.”
The fast-paced commercial is a relentless montage of roaring engines, sparks flying, tire smoke, dented fenders, aggressive on-track battles, and off-track shoving in front of packed grandstands. It highlights the full race-day experience — tailgates, coolers, and infield celebrations.
Some Busch beer to boot.
The spot features a star-studded lineup, including NFL legend Marshawn Lynch, reigning NASCAR champion Kyle Larson, 23XI Racing’s Bubba Wallace, and Spire Motorsports’ Carson Hocevar (complete with his signature flamethrower antics).
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The Super Bowl ad aligns with the energy of NASCAR’s other “Hell yeah!” promotions. Prior to this, a 50-second ad featuring popular automotive influencer Cleetus McFarland quickly garnered attention for its straightforward celebration of what makes America great – speed, liberty, and a no-nonsense attitude.
“What can you expect from the Daytona 500? Only the most freedomatic race of the year,” the video is captioned.
It then cuts to visuals of roaring engines, American flags, and the thrill of turning at breakneck speeds. The spot positions the event as a quintessential American spectacle, free of distractions and focused solely on the sport’s roots.
NASCAR is clearly embracing a so-called “redneck” rebrand as part of its strategy to reclaim its traditional Southern and working-class identity. To many, it is a welcome return to the sport’s roots.
Veteran NASCAR driver Ken Schrader lauded the effort, saying the pro-America roots are “what started our sport.”
“It’s that kind of stuff, and I say that, not always. But it’s always been. It’s been a big part of it, so yeah. You gotta do something,” Schrader said. “You gotta create some excitement. More power to them for going back to grassroots to create some excitement.”
“I like it.”
What’s not to like?