People who don't know NASCAR don't understand how guts, strategy, and science all play an equal role. To them, NASCAR isn't even a sport. It's just a bunch of white guys driving around in circles. When we won the new business pitch for the brand, the goal was to shatter that mis-perception and prove to the world just how tough, intelligent, exciting, unpredictable, and diverse NASCAR truly is.

"Twist" took Ad of the Day honors in Adweek
Directed by Mark Romanek, Phil Joanou