• Loading stock data...
Wednesday, September 3, 2025
The biggest names in sports media. All in one room. Get your ticket now!

NBC Sports Captures NASCAR Playoff Intensity With New Commercials

NBC Sports - NASCAR - Commerical

As 16 drivers compete for the Monster Energy NASCAR Cup Series Championship across a 10-week span, which began September 16 at Las Vegas Motor Speedway, the NBC Sports marketing team has captured the intensity and emotion that goes into chasing a championship with five different television spots put to NF’s song “Destiny.” 

The consumer engagement team, led by Senior Vice President of Brand and Content Services Joseph Lee and Creative Director Don Simon, picked five drivers to feature in the spots. The “Big 3” — former champions Kyle Busch, Kevin Harvick and Martin Truex Jr., along with Chase Elliott and the always engaging Clint Bowyer — are featured in the campaign spots. 

The candid commercials where the drivers speak their minds are set to “Destiny” with the lyric, “I’m just fulfilling my destiny” featured throughout the spots.   

WATCH: Inside Toyota’s Massive Daytona Activation

“Storytelling is the most important thing for NBC Sports,” said Lee. “We want our fans to feel connected to the drivers. It’s important to get the drivers personalities across to the public. The ‘Big Three’ are all very different, and we try to convey that to our audience.”

While the 26-week regular season features intense racing, there’s no doubt that the playoffs, which began last week at Las Vegas Motor Speedway, bring a whole new level of intensity. There’s a lot less give and take as drivers try to put themselves in the best position to hoist the MENCS championship trophy after the championship race at Homestead-Miami Speedway.

“There’s no doubt that when the playoffs start, it’s a different season, and the intensity goes through the roof,” said Lee. “What better way to represent the intensity than to hear that from the drivers? In one of the spots, Kevin Harvick says, ‘We want to put our foot on your throat.’ There’s not a lot of athletes with that intensity. (Kyle) Busch makes no bones about what he’s trying to accomplish. All of them speak to the intensity that the playoffs have.”

As for why the NBC Sports team picked the current drivers, the “Big Three” were selected because they’ve been dominant over the course of the 2018 season. Chase Elliott is a story the team wanted to tell because of his popularity. In his first two seasons in the Xfinity Series, Elliott took home the Most Popular Driver award, something that his father — affectionately known as “Awesome Bill from Dawsonville” — did 16 times.

The fifth spot belongs to Clint Bowyer. Viewers will see the spot featuring the Emporia, Kansas native and instantly know why Lee and Simon chose him.  

“Bowyer as a personality is funny and distinctive,” said Lee. “He’s great for the fans. He speaks his mind, he brings the fun. He’s somewhat of a connection to the past, and an important connection to the campaign.”

The song choice is not the traditional pop and country tune that a NASCAR fan might expect to hear. Rather, NF’s “Destiny” is a hip-hop track that was chosen by NBC Sports Producer Craig Axelrod.

“Craig’s constantly on the hunt for music,” said Simon. “He wanted something that would convey intensity and passion. It (the song) spoke to him. When you think about NASCAR, you think about certain music. He gets past that and finds something that will resonate with feelings and that’s exactly what he was able to do with this song for our NASCAR playoffs campaign.”

[mc4wp_form id=”8260″]

The spots will air through the end of September as the playoff pressure continues to increase. The goal for the team? Give viewers a sense of the driver’s personalities, while showing just how intense the playoffs are.

Simon summed it up best, saying, “The playoffs are a reset. The pressure is ratcheted up. We think it’s compelling to hear from these guys in their own voice and own words. They’re headed into an extraordinary run where the pressure just builds up, and it’s very hard to win. Drivers have to be on their A game. In our spots, we really got the drivers to let their personalities shine while conveying the message of an intense 10 races.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
Michael Jordan

Texts From Michael Jordan, NASCAR Bosses Aired Out in Court: ‘I Have..

Jordan said he plans on “going down with fire” against NASCAR.
Barstool

Barstool Sues for Millions Over Failed Sponsorship Deal 

The media company says it was stiffed to the tune of $4.2 million.

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.

NFL on Nielsen’s Latest Measurement Upgrade: ‘More Work to Be Done’

The league calls its relationship with the agency a “protracted journey.”
August 28, 2025

NFL Preseason Sees 17% Jump in TV Ratings, Best Since 2018

Average audiences for the exhibition games increase sharply from last year.
September 1, 2025

Lee Corso’s Farewell Delivers Record ‘College GameDay’ Viewership

ESPN averaged 3.5 million viewers, per preliminary figures.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Tom Brady
August 27, 2025

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
ESPN
August 27, 2025

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.
August 27, 2025

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Aug 24, 2025; Atlanta, Georgia, USA; Tommy Fleetwood holds the FedExCup Trophy on the 18th green after winning the TOUR Championship golf tournament.
August 26, 2025

PGA Tour TV Ratings: Fleetwood’s Breakthrough Caps Playoff Surge

Sunday’s final round drew nearly 4.5 million viewers on NBC.