Ask any auto racing fan what they love about the sport, and they’ll tell you that it’s a full sensory experience. Not unlike a rock concert, you feel it in your bones. You can taste it in the air. The smell of the track lingers in your nostrils. Every sense, every nerve, and every bone in your body is gripped, shaken up, and taken for a ride.
As the Official Fuel of NASCAR, IndyCar, NHRA, and countless other race sanctions in the United States, Sunoco is essential to bringing that reckless, rollicking experience to life for drivers and fans alike, providing the fuel that makes cars whip around tracks at speeds that seem to defy the laws of physics. In 2015, Sunoco staked its claim as the Essence of Racing, bottling the smell of the track with a unisex eau de parfum, Burnt Rubbér. We gave some lucky race fans the ability to take the smells of racing to their homes, their offices, or even to date night with a simple spritz.
But as the fans told us, racing is more than just the smell. It’s about the sound of cars whipping around curves at lightning speed. So we took the audible experiences of the racetrack and stripped them down to their very essence. Delivering them, remixed, to extract the melodies of motorsports. In addition to our modern musical TV Spots, we created an interactive soundboard that gave fans a chance to produce their own music tracks to share out on their social channels. The sounds of racing are unique, interesting, and loud. And they don’t exist without Sunoco Race Fuel.
Role: Concepting, Account Management, Production, Copywriting
Creative Partners: Erin Doyle-McGeever, Brendan McGann