The NASCAR Cup season kicks off this weekend with the 68th running of the Daytona 500 on February 15th. Ahead of the season opener, NASCAR sent Ross Chastain—a watermelon farmer from the eighth generation and a standout driver for Trackhouse Racing—to New York City for a special promotional event.
As part of NASCAR’s fresh “Hell Yeah” campaign, a life-size replica of a Chevrolet Cup engine was mounted on a billboard in Times Square, equipped with realistic sound effects, making it the loudest billboard in the world according to Guinness World Records. The engine, crafted in Winston-Salem, North Carolina, was a collaboration between Hendrick Engines and ECR Engines to ensure it operated smoothly and reliably.
Ross Chastain triggered the record-breaking engine sound, reaching 133.7 decibels—significantly louder than the previous 100-decibel record—while smashing a watermelon, a signature celebration of his victories. Smoke poured from the billboard as a Guinness World Records official verified the decibel level and presented Chastain with a certificate commemorating the achievement.
Tim Clark, NASCAR’s Chief Brand Officer, expressed pride in setting this new record, highlighting it as a powerful symbol as the sport embarks on the 2026 season. This bold move aligns with NASCAR’s efforts to reconnect with its origins while showcasing the sport in an energized and modern way. The “Hell Yeah” campaign also includes an action-packed, well-received commercial that ran during Super Bowl Sunday, further emphasizing NASCAR’s vibrant identity.
Fan Take: This innovative activation and booming marketing effort signal NASCAR’s commitment to thrilling both longtime fans and newcomers alike. By blending tradition with eye-catching stunts and bold advertising, NASCAR is setting the stage to elevate excitement and visibility for the sport in 2026 and beyond.
