Old Spice Dry Shampoo is a new product for men that helps guys get their hair clean, fast. The brief was to come up with an eye-catching race car wrap for rookie NASCAR driver Corey LaJoie that would make Dry Shampoo the talk of the most famous car race in motorsports—the Daytona 500.

For the Daytona 500 race, Old Spice put its face on the map by putting a face on a car.

The NASCAR stunt was broadcast live on FOX during the Daytona 500. That’s 9.7 million people watching on television, many of which being men who use grooming products.

During the race, the cars and their designs themselves become as famous as the drivers, with the TV commentators usually referring to the car rather than the driver. For example, ‘here comes the Old Spice car!’ So, we gave them something to get even more excited about.

The majority of the race on TV is seen from a three-quarter shot from above, so it was important that the solution had maximum visual impact from this angle. NASCAR paint schemes have long been hugely popular with followers of the sport, but the aim was to create something so impactful and striking that it reached the wider public.

The pit and pit crew were also branded with Old Spice Dry Shampoo logos, ensuring that during pit stops viewers got even more of a faceful of male grooming. Excuse the pun.

The Old Spice Dry Shampoo NASCAR caught the attention of the nation’s press and was much beloved on social media. Days before the race started, news outlets leaked our car’s paint scheme because—well, because we had turned the entire car into Corey’s face. From there, it was picked up by TV commentators and the front page of NASCAR’s subreddit and received nationwide newspaper coverage. The car was the talk of Daytona week.

The best part: The week after our NASCAR debut, our dry shampoo sales rose 26%.