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Talladega Today
By the People, for the People
NASCAR Launches 'America, Start Your Engines' Ad to Embrace Rugged Identity
The new ad contrasts NASCAR's blue-collar culture with Formula One's elite reputation.
Published on Feb. 9, 2026
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NASCAR has launched a new post-Super Bowl ad titled 'America, Start Your Engines' that aims to reassert the sport's rugged, distinctly American identity. The ad features NASCAR stars like Kyle Larson and Bubba Wallace and takes subtle jabs at Formula One's more elite, champagne-sipping culture. NASCAR is leaning into its blue-collar, family-friendly reputation as it looks to separate itself from the perceived elitism of F1.
Why it matters
NASCAR is seeking to reestablish its brand and cultural identity, which it feels has been overshadowed by the growing popularity of Formula One in the United States. By embracing its rough-and-tumble, working-class roots, NASCAR hopes to carve out a unique niche as the more accessible, inclusive racing series compared to F1's perceived exclusivity.
The details
The new 'America, Start Your Engines' ad features NASCAR drivers like Kyle Larson, Bubba Wallace, Carson Hocevar, and Cleetus McFarland. It opens with a jab at F1, saying 'America's forefathers didn't throw tea into the harbor so we can sit quietly on rooftops and drink champagne.' The ad emphasizes NASCAR's loud engines, dusty infields, and family-friendly atmosphere as a contrast to F1's 'perfect turns and polite applause.' NASCAR is leaning into its reputation as the blue-collar racing series to differentiate itself from the elite, champagne-sipping culture of Formula One.
- The new ad launched online after the 2026 Super Bowl.
The players
NASCAR
The American stock car racing series that is seeking to reassert its distinct cultural identity and working-class roots.
Formula One
The international open-wheel racing series that NASCAR is contrasting itself against, seen as more elite and exclusive compared to NASCAR's blue-collar reputation.
Kyle Larson
A NASCAR Cup Series driver who appeared in the 'America, Start Your Engines' ad.
Bubba Wallace
A NASCAR Cup Series driver who appeared in the 'America, Start Your Engines' ad.
Cleetus McFarland
A popular automotive YouTuber who made an appearance in the NASCAR ad.
The takeaway
NASCAR is embracing its rugged, blue-collar identity to carve out a distinct cultural niche compared to the perceived elitism of Formula One. By leaning into its loud engines, family-friendly atmosphere, and working-class roots, NASCAR hopes to reassert itself as the more accessible, inclusive racing series for American fans.
