It started with a bunch of gear heads on back roads across America. Now, the National Hot Rod Association (NHRA) is a battle between million dollar missiles-on-wheels.

And to kick off its first season as the NHRA's series title sponsor, Full Throttle (Coca-Cola) is unleashing a six-spot TV campaign that pays homage to the history, heroes, and the spectacle that surrounds the sport of drag racing. It took us three crazy hot days at the Pomona Raceway in California and one passed out crew member to capture the soul behind one of America's original motorsports.