Yes, NASCAR does depend on a macho culture of fraternity and loyalty, which means it can be rather exclusive. W+K manage to ever so slightly make fun of this culture of masculinity while at the same time paying homage to it. It's a brilliant advert because in that way it succeeds in speaking at once to NASCAR fans as well as to those who think of it as a little atavistic precisely because of the macho culture that surrounds it. I think what W+K sought to do is to expand the consumer base for the product without alienating its core clients. It is an extremely fine line to tread and they have maneuvered it with impeccable finesse. It is a pleasure to watch and listen to! They must have some very fine writers!