The NASCAR Cup Series launches its season this weekend, kicking off with the 68th iteration of the Daytona 500 on February 15.
Prior to this event, NASCAR enlisted the help of Ross Chastain, a Trackhouse Racing driver and eighth-generation watermelon farmer, for a distinctive promotional effort in New York City.
As part of its innovative ‘Hell Yeah’ initiative, NASCAR installed a life-sized replica of a Chevrolet Cup engine on a billboard, augmented with sound effects, and achieved a Guinness World Record for the loudest billboard globally. The engine was crafted in Winston-Salem, North Carolina, with contributions from Hendrick Motorsports and ECR Engines to ensure its authenticity.
“Achieving a Guinness World Records title is a significant milestone for our organization and makes a bold statement as we embark on the 2026 season,” remarked Tim Clark, NASCAR’s Chief Brand Officer. “This billboard showcases the raw excitement that defines NASCAR and encourages everyone to engage with what sets our sport apart.”
“Achieving a Guinness World Records title is a significant milestone for our organization and makes a bold statement as we embark on the 2026 season,” remarked Tim Clark, NASCAR’s Chief Brand Officer. “This billboard showcases the raw excitement that defines NASCAR and encourages everyone to engage with what sets our sport apart.”
Chastain activated the record-setting mechanism and floored the accelerator to establish the new benchmark. True to his celebratory style following a victory, he then smashed a watermelon, but this time in the heart of Times Square. The engine registered an impressive 133.7 decibels, far exceeding the target of 100 decibels, as smoke poured from the billboard. A representative from Guinness World Records was present to monitor the event and officially confirm the record, subsequently awarding Chastain with a commemorative plaque.
This year, NASCAR is striving to reconnect with its foundational roots while simultaneously attracting new fans through its marketing efforts for 2026. The ‘Hell Yeah’ campaign also includes a dynamic new commercial that has been met with enthusiasm from audiences.
