Alabama Agency Big to Handle Fox Sports’ Daytona 500 Super Bowl Ad

By Erik Oster 

Fox Sports has tasked Birmingham, Alabama independent agency Big with handling creative for its 30-second Super Bowl spot promoting the network’s Daytona 500 broadcast.

The ad made its debut last Sunday during the NFL Wild-Card games and will also air during both NFC Divisional Rounds and the NFC Championship as well as Premier Boxing Champions and multiple college basketball games. It is yet to be determined when during the Super Bowl the ad will run. The spot features Stephen Dorff, star of Fox’s new cop drama Deputy, and is set to the song “Victorious” by Wolfmother.

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

The spot will mark the first Super Bowl ad in the agency’s 25-year history.


“Promoting something as huge as the Great American Race on the biggest stage in all of advertising—that’s kind of a big deal,” Big partner and CCO Ford Wiles said in a statement. “This is the kind of moment that we live for–putting Alabama’s talent on display for the world to see.”