The modern cliche goes “You know that ______ was great, until millennials got hold of it!” Well it appears, at least for the moment, you can fill in that blank with “NASCAR”.

The announcement was made that on May 18 during the All-Star race driver Kevin Harvick will be steering his Busch Beer-sponsored Ford Mustang with a novel paint scheme. His normal ride with Busch Beer will carry alterations with a heavy internet-influenced millennial theme.

Here is the @BuschBeer millennial-inspired paint scheme that @KevinHarvick will run at the Charlotte All-Star race. #MillennialCar pic.twitter.com/vkMZsmU7RT — Beyond the Flag (@Beyond_The_Flag) May 7, 2019

They went all out, even dropping lit fire emojis on the roof, and “Skrrrrt Skrrrrt” on the running boards. A deft touch comes with avocado toast featured, as well.

Some see this as a rather forced corporate attempt at hipness.

Dabs for everyone pic.twitter.com/98ymtTwhdE — Random NASCAR Fan. (@randomNASCARfan) May 7, 2019

If they are trying to market to millennials this isn't how you do it. If they are trying to poke fun at millennials then mission accomplished — Don Frantz (@DonFrantzNC) May 7, 2019

@jimmyjohns hanging out on the quarter panels like pic.twitter.com/9IKL6LS6hY — Drew (@DrewbieTheGOAT) May 7, 2019

This is dumb as fuck. I'm not even a millennial and I'm laughing at how idiotic this is. Shockingly Nascar doesn't have its finger on the pulse of 30-something millennials #TeaLizard https://t.co/ep8Wa9QHtr — Tim (@Beertheist) May 8, 2019

He’s really driving this ? WTF — bulldawg143 join the resistance (@bulldawg143) May 8, 2019

The thing is, this is not a weak attempt at currying favor with the millennial audience. This concept sprang out of a gag begun at the Busch marketing division. Initially, they were poking fun at Harvick being one of the older drivers on the circuit ( he being all of 43 years old.)

In November they sent out a notice that if their driver, who was poised as one of those who could win the championship at the race in Homestead, Florida, failed to win they would make a millennial version of his car.

Old guys will rule again at Homestead. In fact, Busch is so confident that Harvick will win that if he doesn’t, we’ll give millennials the v lit paint scheme they always wanted in a race next year. Don’t @ us. pic.twitter.com/uZ63oc8wa2 — Busch Beer (@BuschBeer) November 15, 2018

(props for the bush-beer emojis on the deck lid. Too bad it did not make the final version.)

As you can well imagine Harvick did not win the race, so credit to the company that they actually are making good on their gamble. They even conducted polls on some of the items that were ultimately included on the car.

Oh SHHHHHHHOOT. Forgot about #MillennialCar ?‍♂️. Starting a thread, we're gonna need some help on this one. Sorry in advance @KevinHarvick https://t.co/wTG5cghn12 — Busch Beer (@BuschBeer) March 18, 2019

OK. Getting started on #MillennialCar FOR REAL this time. As they say, "Help us out, fam." Which phrase should we slap on the car? — Busch Beer (@BuschBeer) March 19, 2019

Which of these should the other drivers see when Kevin is passing them by in the #MillennialCar — Busch Beer (@BuschBeer) March 21, 2019

So there it is, this is NOT a lame attempt at marketing towards the Gen Y set with attempts at appealing to their likes. It is an ironic attempt at marketing towards them. But hell, at least there is some fun by the marketing wonks in the process.

And just for the record — if there are any hats made with “Busch AF” logos, there is at least one guaranteed sale here.