The third and final installment of NASCAR’s “Always Forward” campaign brings a heartwarming finish to the film trilogy that examines the sport’s past, present, and future and is part of the organization’s celebration of its 75th anniversary.
The tale of “Zuri” was developed in collaboration with its longtime agency partner, 77 Ventures Creative, and follows a little girl who, although “just” a fan at the moment, harbors lofty ambitions to one day become a NASCAR superstar. The 30-second video debuted during the NASCAR Cup Series season finale at Daytona International Speedway this weekend.
The film captures the magic of youthful fantasies and the thrill of the race track with heart and passion.
The “Always Forward” marketing films honor the sport’s history while capturing fans’ nostalgia. “Anthem,” a commercial released earlier this year, commemorates NASCAR’s past by recreating old video with modern coverage through period cameras.
Featuring the voiceover of one of NASCAR’s most recognizable players, Dale Earnhardt Jr., “Roads” brings the present into focus by showcasing the individual paths taken by and the common goals held by today’s top drivers.
In the final NASCAR 60th anniversary commercial, “Zuri” summarizes what viewers see before concentrating on a young girl who dreams of driving a racing car. Young Zuri’s assurance speaks volumes about NASCAR’s promising future and open arms policy toward everybody with a love for racing.
As in the other “Always Forward” films, the 75 car is the main attraction here. starting in low-resolution black-and-white and grainy color until focusing and bursting into color when the protagonist becomes a NASCAR racer.
Her narration is consistently charming and courageous. “Zuri” concludes, “See, today? I’m a supporter like yourself. Tomorrow, though? In the morning… A little girl’s future self says, “Well, you’ll see,” as she races ahead of her present self.
The NASCAR Next Gen
The “Next Gen” 75 car from all three “Always Forward” short films has been touring the country for the promotion. Stopping at races, Wall Street, and even a VR installation. Fans were able to get up close and personal with the car at every stop, a special touch added by NASCAR and the folks at 77 Ventures Creative as a thank you to the people who have made the sport what it is today.
According to Doug Hanshaw, “when we came across this idea of the 75 car, it felt very natural for the sport.” “Numbers have always been a part of these automobiles and the sport, and 75 is a significant one. Those were the safety barriers. He elaborates on the 75’s cross-country journey, noting that its design “had to be fairly simple and translate well to these different territories.”
“NASCAR introduced the innovative new Next Gen car in 2022 to fortify the future of the sport, leaning on decades of learning along the way,” said Pete Jung.
As NASCAR’s CEO put it, “Having Zuri behind the wheel of that car to close it out felt like a really powerful way to cement the bridge between the past, present, and future and reinforce what NASCAR is committed to building from here.”
Throughout NASCAR’s 10-week postseason, “Zuri” will air in tandem with the official NASCAR Playoffs marketing campaign.