We decided to set NASCAR sensation Joey Logano up to fail in the best ways possible. After all, nobody likes someone who wins all the time. It’s this kind of counterintuitive thinking that makes a campaign unforgettable — flipping the script to find the story people really want to root for. The best ideas don’t just look good; they strategically invite the audience to care, laugh, question, and share. From concept to execution, every step is about embracing unexpected angles that turn heads, build loyalty, and make the win feel earned — even when it starts with a spectacular fail.