Toyota Racing is expanding beyond traditional sponsorships and race-day advertising with PIT STOP TONIGHT, an original YouTube talk show designed as entertainment-first programming for YouTube.
Hosted by Subway Takes and Keep the Meter Running creator Kareem Rahma, the series pairs Team Toyota drivers with chaotic, late-night-style interviews and pit-stop-inspired comedy segments that reveal drivers beyond their usual media personas.
The four-episode series – along with its 15+ short-form assets and 40+ social posts overall – reflects a broader shift for advertisers toward creator-led original entertainment built for YouTube (rather than repurposed ad campaigns).
Each episode opens with a live pit crew race to construct the show’s themed set in real time, creating a visually distinctive format inspired directly by the speed and unpredictability of racing culture.
The series features Toyota drivers Bubba Wallace, Christopher Bell, Jade Avedisian, and Chase Briscoe, combining established stars with emerging talent to reach both existing NASCAR fans and younger audiences. Episode 1 with Bubba Wallace is now live.
“At Toyota Racing, we’re always looking for new ways to connect fans with our drivers beyond race day,” said Paul Doleshal, general manager, Toyota Motorsports North America. “With PIT STOP TONIGHT, we bring viewers into the energy, unpredictability and personality behind the sport. From the live pit crew race that transforms the set in real time to Kareem’s candid conversations with the drivers, the series captures the fast-paced chaos of racing culture and gives fans a chance to see these athletes in a completely different light.”
By partnering with Kareem Rahma, whose work thrives on candid, culturally resonant conversations, Toyota Racing aims to connect with audiences through humor, personality, and YouTube-native storytelling.
As the creator of Subway Takes, Kareem has mastered the art of turning concise conversations into culturally relevant, highly shareable moments. His brand is rooted in transit — cabs and subways — which makes his collision with high-performance NASCAR vehicles a perfect, tongue-in-cheek creative tension to explore.
In a show built around controlled chaos, Kareem is the one constant force that keeps the conversation fun and energetic while ensuring the drivers are just comfortable enough to be their true selves. He’s the perfect host to take the drivers out of “media mode” and let their personalities shine.
“I was immediately excited by the idea of working with Toyota Racing on this series. The world of NASCAR is not something I have ever experienced, but this felt right as everyone involved came together for the right reasons and wanted to make something entertaining first. The drivers were down to play along, the format is chaotic in the best way, and it gave us space to make something that feels genuinely fun.” – Kareem Rahma
As advertisers increasingly look to YouTube as a premium entertainment platform following this year’s Brandcast, PIT STOP TONIGHT reflects how brands are experimenting with creator-led formats designed to function more like recurring shows than traditional advertising.
“With PIT STOP TONIGHT, we wanted to create an original format that captures the energy of racing while giving drivers like Bubba Wallace some open space to be funny, spontaneous, and authentically themselves,” said Lex Halaby, Head of Creative, Portal A. “This project captures so much of what we believe in about YouTube and this new wave of talent like Kareem. He’s genuine in a way audiences connect with immediately.”
PIT STOP TONIGHT for Toyota is created and produced by the digital content company Portal A, in partnership with Saatchi & Saatchi and YouTube Creative Works.
