NASCAR will unveil nine original commercials featuring more than two dozen drivers during the Daytona 500 on Sunday.
The spots will be broadcast in English and Spanish as the race is shown live on FOX and FOX Deportes.
The advertising campaign centers on NASCAR drivers who bring to life the unpredictability and drama of stock-car racing on and off the track. NASCAR calls the spots the "most comprehensive and integrated campaign" the sanctioning body has ever launched.
There was no immediate word on how many ads will include Daytona 500 pole-sitter Danica Patrick, the former IndyCar star who gained fame for sexy photos and GoDaddy.com Super Bowl commercials.
"The campaign was created to excite existing fans while engaging with new audiences, and is representative of where NASCAR is headed as a sport" said Kim Brink, NASCAR's vice president of marketing. "In developing the spots, we wanted to celebrate the heart of what makes our sport unique, challenge existing perceptions, inspire the entire industry and do it all as authentically and confidently as possible."