Graza & DROOL Add Serious Sizzle to NASCAR in 'The Hot Lap Test'
Ready for an oil change? Ahead of this weekend's NASCAR action, Graza, the modern olive oil brand known for bringing high-quality olive oil to kitchens everywhere, is debuting "The Hot Lap Test," a new campaign created with creative agency nice&frank that asks a question only Graza would think to ask: "How many hot laps heat a hood hot enough to sizzle an egg sunny side up?"
The :30 spot and series of stills celebrate the fast-paced thrill of NASCAR and Graza's role as The Official Olive Oil of NASCAR by putting its signature squeeze bottle high-quality olive oil through the same kind of high-speed, high-heat conditions that define race day.
View the spot, directed by DROOL's Jasper Cable-Alexander, here.
Airing alongside NASCAR on The CW starting August 8, the work brings together classic Americana charm, the thrill of motorsports, and the brand's irreverent creative voice in a way that feels distinctly Graza. It’s NASCAR with a serious Graza twist.
Rather than treating NASCAR as a sponsorship backdrop, Graza leaned into the culture, creating work that feels nostalgic, cinematic and delightfully unexpected. But The Hot Lap Test is just one piece of a broader marketing platform. Throughout the season, Graza is bringing its personality trackside with a custom food truck designed to elevate the tailgate experience with bold, high-quality flavors, alongside integrations with RFK Racing, NASCAR Digital Media, Hospitality & Fan Experience, NASCAR Fan Rewards and broadcast, creating multiple opportunities for fans to engage with the brand both at the track and beyond.
As an extension of the March launch of Graza’s new brand platform ‘Seriously Serious,’ the olive oil maker is also highlighting their viral venture into chips by asking the classic question - Potato, Potahto? Airing on Walmart CTV and social, the :15 and :30 spots bring the same comedic approach cooking enthusiasts know Graza for, juxtaposed with how ‘seriously serious’ the brand takes their chips, cooked in 100% Extra Virgin Olive Oil.
Andrew Benin, Co-Founder & CEO, Graza, said: "NASCAR represents one of America's great gathering places, where food is just as much a part of the experience as the race itself. We saw an opportunity to celebrate that culture through the Graza lens. Not by simply showing up with a logo, but by creating experiences and creative work that feel authentic to race weekends and stay true to our brand's irreverent personality."
Kara Ludman, Creative Director, Graza, said: "The visual world of NASCAR is incredibly rich with sun-soaked tracks, tailgates, roadside Americana, and larger-than-life personalities. We wanted to capture that nostalgia while infusing it with the bold color, humor and slightly campy spirit that's become synonymous with Graza. The result is a campaign that feels familiar, but unmistakably ours."
Grace Hwang, Creative Director, nice&frank, said: "The creative challenge wasn't simply making a NASCAR ad. It was building a world where Graza genuinely belonged. That meant embracing the NASCAR community with sincerity, then adding just enough Graza wit to make it memorable. 'The Hot Lap Test' captures the brand’s personality, while celebrating the energy and excitement that makes NASCAR so engaging.”
CREDITS
Brand: Graza
Co-Founder and CEO: Andrew Benin
Creative Director: Kara Ludman
Creative Producer: Casey Elkin
VP of Marketing: Alex Edelstein
Director of Brand Marketing: Kali Shulklapper
Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
Creative Director: Grace Hwang
Associate Creative Director: Charlotte Frank
Associate Creative Director: Elizabeth Swartz Director of Visual Narrative: Michael Stone
Head of Connections Strategy: Drew Forrest
Junior Brand Strategist: Drew Petereit
Executive Producer: Kimberly Chavez
Account Director: Ryan Toland
Chief of Staff: Molly Warner
Photographer: Michael Stone
PR Lead: Colin Brown
Production Company: Drool
Director: Jasper Cable-Alexander
DP: Natasha Duursma
Co-Founder/EP: Genevieve Sheppard
Line Producer: Marija Djikic
Production Manager: Ella Knight
Production Coordinator: Chirolles Khalil
Production Assistant: Zara Trott
1st Assistant Director: Julian Richards
2nd Assistant Director: Caspar Campbell
Production Designer: Ranya El-Refay
Key Make Up & Hair: Dasha Taivas
Stylist: Ellie Walker
Editorial: The Helm
Editor: Becca Spaven
Finishing: Selected Works
Lead Flame: Makilah King
Production: Solomon Tigah
Color House: Selected Works
Colorist: Nielsan Bohl
Sound Design & Mix: Bronx Audio
Sound Designer & Mixer - Dave Wolfe
Business Affairs: Hailstorm
CEO: Michelle McKinney
Business Affairs Director: Nikki Balekijan
VO Talent: Mike Pollock
