Bud brought Dale Jr.’s #8 car back for one final lap.

 

PROBLEM

Dale Earnhardt Jr. retired in November of 2017. The 15-time Most Popular Driver spent the best years of his career driving the #8 Budweiser Car, so it was only right we pay tribute. But how could we honor one of NASCAR’s greatest drivers when he hadn’t driven #8 in a decade?

 

THE VIDEO

We brought the Bud Car back for one final lap at Daytona International Speedway — the track that witnessed some of the most emotional moments in Junior’s career. When paired with archival footage pulled from his many years driving #8, the Bud Car’s last lap became a literal trip down memory lane.

 

THE SONG

To give our tribute to Junior the emotion it deserved, we set the video to one of Dale Jr.’s favorite songs — Lord Huron’s, “The Night We Met.” The poignant lyrics and somber melody took the concept to the next level,  turning it into an emotional, nostalgic music video.

 

THE FANS

From the get-go, we knew we needed to take a cue from Junior himself and put fans at the heart and soul of this video. So we headed to Talladega to film real NASCAR fans saying their goodbyes.Multi-channel activations, such as Snapchat and in bar promotions, helped fans honor Dale Jr. on his final race weekend.

 

RESULTS

The film extended beyond NASCAR and into culture. “The Night We Met” played behind NBC’s Dale Jr. montage during coverage of his final race, and Junior even raised a Budweiser with reporter Marty Smith once he crossed his last finish line. But most importantly, we truly honored Junior and his team.

 
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"I’m deeply honored in what they’ve done to commemorate my final race. It was unexpected and humbling. It brought back a rush of memories, but more than anything it reminded me how awesome it was to drive that red No. 8 car."

 

                                                              —Dale Earnhardt Jr.