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 our video to the next level. 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. We hit the tracks to film real NASCAR fans and their goodbyes to everyone’s favorite driver, so the people who have cheered on Junior throughout his career were a presence in our tribute.
Results: The film extended beyond NASCAR and into culture. “The Night We Met” was played behind NBC’s Dale Jr. montage during their coverage of his final race, and Junior even raised a Budweiser with reporter Marty Smith once he crossed his last finish line. The video allowed fans to relive some of the most pivotal moments in their favorite driver’s career. But most importantly, we truly honored Junior and his team.