darlington media reveal
Millions of views with a celebration of brand heritage.
A few years ago, the great minds at NASCAR and Darlington Raceway created the now hyper-popular “Throwback Weekend” to celebrate the dynamic heritage found in every corner of motorsports. In years past, our clients at Shell have used iconic paint schemes from the past from NASCAR and the other series they are involved to tell a story and participate in a way only they can.
Most recently, we celebrated Joey Logano's 10th year representing our partners at Shell & Pennzoil with Team Penske. Rather than reaching back to a prior professional timeframe, we wanted to make it a touch more personal. This throwback resembles Joey's first go-kart that he ever seriously raced. As part of the reveal, we organized a surprise reveal by Joey's son and father to represent the full three generations of professional racing.
In 2021, NASCAR champion Joey Logano was making his usual co-hosting appearance on FOX Sports 1 “Race Hub” when a special guest popped in to give him a surprise reveal of the “Throwback” scheme he will be carrying on his No. 22 Shell-Pennzoil Team Penske Ford Mustang in the Cup Series race at Darlington Raceway.
Legendary driver Mario Andretti dropped in to reveal the scheme to a surprised Logano, who had not seen the car or known about the tie to Andretti beforehand. The special scheme for this year’s “Throwback Weekend” at Darlington mimics the Shell-sponsored Ferrari design that Mario drove to his first Formula One win in 1971 at the Kyalami track in South Africa – 50 years ago. Andretti would go on to win 12 total F1 races including the 1978 World Championship.
For the previous installment, the No. 22 Shell-Pennzoil Ford Mustang, driven by 2018 Cup Series Champion Joey Logano, carried a paint scheme from Shell’s time with Richard Childress Racing – who was celebrating their 50th anniversary. The tribute to RCR was part of the story, but a humorous twist in the reveal video linking Logano to the car, former team, former driver, and post-race skirmish was the hit of the effort.
Shell has been our client since 1995. We have grown and evolved together in partnership and continue to bring up special projects that only we would be able to spot. Each year, Throwback Weekend gives us the opportunity to celebrate one of the world's most impressive records across all global motorsport disciplines in ways that few others can.
A lot can change over the years and without some level of consistency, there is a risk that some hyper-unique activation concepts will go missed. The close work and deeply rooted partnership that SD brings is paramount to taking this from idea to execution. With an average client tenure of 10.1 years, we strive to build sustainable and thoughtful work together that can ultimately be reconnected over time.