During tonight’s race in Richmond (rain, rain, go away) NASCAR will debut a new series of ads called “This is My Chase.”

These ads feature Denny Hamlin, Brad Keselowski and Dale Earnhardt Jr. – and focus on the long paths each took to reach the top level of racing and what “their Chase” means to them.

NASCAR has increasingly been trying to let the fans get to know the drivers on a more personal level – and these ads reach that mark.