NASCAR Ignites Times Square with Record-Breaking Sonic Spectacle

New York City’s iconic Times Square was not just illuminated by neon this past week, but also reverberated with the thunderous roar of a NASCAR Cup Series engine, as the motorsport giant officially launched its 2026 season marketing campaign by setting a new Guinness World Record for the loudest billboard. The audacious activation, designed to capture the raw energy and visceral thrill of NASCAR, saw a full-scale replica of a Chevrolet Cup engine fitted to a towering billboard, complete with an audio system capable of producing earth-shaking sound.

The historic record attempt took place just days before the 68th running of the Daytona 500, the season opener scheduled for February 15th. To mark the occasion, NASCAR enlisted the services of Ross Chastain, an eighth-generation watermelon farmer and a prominent figure in the current Trackhouse Racing stable. Chastain, known for his aggressive driving style and his signature post-victory watermelon smash tradition, was the chosen ambassador to bring the intensity of NASCAR directly to the heart of Manhattan.

The engine, meticulously constructed in Winston-Salem, North Carolina, with crucial technical contributions from both Hendrick Motorsports and ECR Engines to ensure unparalleled authenticity, was the centerpiece of the Times Square display. The replica engine, a testament to the engineering prowess within NASCAR, was integrated into the billboard structure, transforming it into a colossal sound-generating machine. This innovative approach was a key component of NASCAR’s new "Hell Yeah" campaign, a strategic initiative aimed at re-engaging with the sport’s core identity while simultaneously broadening its appeal to new audiences.

Tim Clark, NASCAR’s Chief Brand Officer, articulated the significance of the record-breaking event. "Setting a Guinness World Records title is a proud moment for our sport and serves as a bold statement to get the 2026 season started," Clark stated. He further elaborated on the billboard’s role in the campaign: "The billboard puts the visceral energy of NASCAR front and center and invites everyone to experience what makes our sport so unique." This sentiment underscores the campaign’s objective: to translate the raw, unadulterated excitement of a NASCAR race into a tangible, attention-grabbing experience for the public.

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The moment of truth arrived when Chastain, with a dramatic flourish, pressed the ignition button and "mashed the gas." The result was an immediate and overwhelming eruption of sound. The replica engine roared to life, its amplified output reaching an astonishing 133.7 decibels, far exceeding the initial target of 100 decibels. Simultaneously, plumes of smoke billowed from the billboard, adding a dramatic visual element to the sonic assault. This powerful demonstration not only shattered the previous record for the loudest billboard but also effectively conveyed the sheer force and intensity associated with NASCAR racing.

On-site to meticulously document and certify the record was an official representative from Guinness World Records. The presence of a GWR adjudicator ensured the integrity and validity of the attempt. Following the successful certification, Chastain was presented with an official plaque, a tangible memento of his role in setting this unique and ear-splitting world record. In a nod to his personal brand and a continuation of his celebrated tradition, Chastain then proceeded to smash a watermelon, a familiar ritual after a race win, but this time performed amidst the bustling throng of Times Square, further amplifying the event’s novelty and cultural impact.

The "Hell Yeah" campaign is part of a broader strategic vision for NASCAR in the coming years. The organization is actively seeking to reconnect with the fundamental elements that have defined its enduring appeal, while simultaneously implementing forward-thinking marketing strategies to attract a new generation of fans. This initiative is not confined to singular events; it is being woven into the fabric of NASCAR’s promotional efforts. A recent high-energy commercial, which has garnered positive reception, has also been a significant contributor to the "Hell Yeah" campaign, showcasing the sport’s revitalized and spirited attitude.

The Daytona 500, often referred to as "The Great American Race," holds a distinguished place in the NASCAR calendar. It is not merely the season opener but a race steeped in history and prestige. The 68th running of this iconic event promises to be a significant marker in the 2026 season, setting the tone for the championships to follow. The field of competitors is expected to be as fierce as ever, with established champions and rising stars vying for the coveted Harley J. Earl Trophy.

Trackhouse Racing, Chastain’s team, has been a notable force in recent seasons. The team, co-owned by former NASCAR driver Justin Marks and music superstar Pitbull, has cultivated a reputation for innovation and a distinctive fan engagement approach. Chastain himself has been a consistent contender, known for his daring maneuvers, including the infamous "Hail Melon" at Martinsville Speedway in 2022, where he drove along the outside wall at full throttle to secure a spot in the Championship 4. His presence at the Times Square activation provided a direct link between the grassroots appeal of his farming background and the high-octane world of professional racing.

Hendrick Motorsports, a cornerstone of NASCAR success, boasts an unparalleled record of championships and victories. Their involvement in ensuring the authenticity of the engine replica underscores the commitment to technical accuracy that defines the sport. Similarly, ECR Engines (Earnhardt-Childress Racing Engines), a partnership between Dale Earnhardt Jr. and Richard Childress, brings a legacy of engine building expertise to the table. The collaborative effort between these prominent organizations highlights the interconnectedness and shared passion that drive NASCAR forward.

The "Hell Yeah" campaign’s emphasis on visceral energy aims to recapture the raw, unadulterated passion that has historically defined NASCAR. In an era of evolving media consumption and increasing competition for audience attention, the sport is strategically leveraging its inherent excitement and the unique personalities of its drivers and teams. The record-breaking billboard in Times Square was more than just a publicity stunt; it was a deliberate and impactful statement of intent, signaling NASCAR’s commitment to bold marketing and its enduring power to captivate audiences with its thrilling brand of motorsport. As the 2026 season revs up, the echoes of that record-shattering roar from Times Square are likely to resonate throughout the racing world.