30-second spot is the agency’s first Super Bowl appearance in its 25-year history

Birmingham-based Big, an independent full-service agency, announced it has been tapped by Fox Sports Marketing to create a 30-second Super Bowl ad promoting NASCAR’s upcoming 2020 Daytona 500. The spot was conceptualized, developed and edited by Big’s creative and motion graphics team, in collaboration with Fox Sports’ creative team.

“We loved the grit and passion of the work they’d done for Valvoline on the Never Idle campaign,” said Blake Danforth, vice president of creative at Fox Sports Marketing. “Big’s creative team had a genuine understanding of exactly what makes NASCAR fans love the sport with such an unrelenting, unrivaled intensity.”

Creative director of Fox Sports Marketing Joshua Nichols added, “They were great collaborators and helped bring an authentic passion for the sport that truly helped capture the magnitude of this event.”

The commercial features voiceover from Stephen Dorff, star of FOX’s new cop drama, “Deputy,” with “Victorious” by Wolfmother as the music track.

In addition to the Super Bowl, multiple versions of the Daytona 500 spot will run via additional media placements over the next five weeks — which started during the NFL Wild-Card games this past Sunday. It will also run during both NFC Divisional Rounds, the NFC Championship, Premier Boxing Champions and multiple college basketball games.

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