Before that, NASCAR sent Ross Chastain, eighth-generation watermelon farmer and Trackhouse Racing star, to New York City for a one-time activation.
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As part of the sport’s new ‘Hell Yeah’ campaign, NASCAR installed a 1:1 simulated replica of a Chevrolet Cup Series engine on a billboard, complete with sound, and set a Guinness World Record for the loudest billboard in the world. The engine was built in Winston-Salem, North Carolina, while both Hendrick and ECR Engines helped ensure authenticity.
“Setting a Guinness World Records title is a proud moment for our sport and serves as a bold statement to begin the 2026 season,” said Tim Clark, NASCAR chief brand officer. “The poster puts the visceral energy of NASCAR front and center and invites everyone to experience what makes our sport so unique.”Advertisement
Chastain pressed the button and stepped on the gas to set the new record, and just as she does after every race victory, she smashed a watermelon, but this time in the middle of Times Square. It reached 133.7 decibels with smoke billowing from the sign, breaking the precious record of 100 decibels. A GWR representative was also on site to measure the attempt and certify the new record. They then presented Chastain with an official badge.
NASCAR aims to return to its roots while putting the sport in front of new eyes with its 2026 marketing campaign. A recent, high-energy commercial that has been positively received is also part of this ‘Hell Yeah’ campaign.
Watch: Watch Super Bowl Sunday’s ad featuring ‘Hell Yeah!’ of NASCAR. attitude on display
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