NASCAR turns “Hell Yeah” into a real-world experience

For the 2026 season, NASCAR’s new brand platform, “Hell Yeah,” is built around the idea that the sport’s power isn’t just something you watch—it’s something you feel. To push that message beyond existing fans, the launch needed to be loud, physical, and impossible to ignore.

The stunt: the “World’s Loudest Billboard” in Times Square

The headline activation was a one-off OOH build in Times Square dubbed the “World’s Loudest Billboard,” officially certified on-site by Guinness World Records. The billboard incorporated a 1:1 replica NASCAR Next Gen engine, turning a typical “look-at-me” placement into a crowd-stopping, sensory demonstration.

What made it work: authenticity, not just spectacle

When driver Ross Chastain triggered the activation, the engine revved and the installation played real NASCAR Cup-car audio—so people could hear the “roar” where they least expect it: the middle of Manhattan. That’s the strategic leap: translating the sport’s core truth (raw, visceral energy) into a public, shareable moment that doesn’t require prior fandom to understand.

How it was built (without turning into a safety hazard)

According to coverage, the engine was developed by 72andSunny in partnership with Guru House, with consultation from leading engine builders (ECR and HMS) to keep it authentic at “billboard scale.” The build process focused on replicating movement and sound while removing obvious risks like fuel injectors and fire hazards—so the piece could perform safely in a dense public environment.

Why this is smart OOH for motorsport

Times Square is one of the world’s most saturated ad environments, which is exactly why this worked: the creative wasn’t trying to out-design every screen, it was trying to out-experience them. By combining real mechanical presence with real sound, NASCAR created a moment that feels less like “advertising” and more like a live preview of what a race delivers.