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To elevate NASCAR's popularity among the major American sports.
There's no such thing as casual fan of NASCAR. The fans are crazy, loyal, obssessed, and not always who you think they are. This ad from the campaign aims to show the great lengths that fans of NASCAR will go to express their fanhood.
Because this ad plays on the obsession with sport, we expect fans of other sports to respect the NASCAR fandom, to watch some races, and to ultimately join the ranks of the NASCAR crazies.