This weekend, Chevrolet is debuting a TV spot called “What a Ride,” features a collage of memories from Dale Earnhardt Jr.’s career, including never-before-seen photos, and footage from defining moments like his two Daytona 500 victories and his 26 Cup Series race wins.

“We have been so fortunate to have Dale Earnhardt Jr. as part of the Chevrolet family,” said Paul Edwards, U.S. vice president of Chevrolet Marketing. “His ‘Never Give Up’ attitude and true passion for performance are the same qualities that drove Louis Chevrolet to race more than a hundred years ago, and still drive us today to innovate and win.”

Earlier this year, during his retirement speech, Earnhardt Jr. said: “It’s an honor to carry the Chevrolet bowtie on my cars. And I don’t just mean that on the race track — I’m Chevrolet for life.”

The new TV spot will air for the first time this weekend on the NBCSN broadcast during this weekend’s 334-lap event at Texas Motor Speedway and continue to be shown through the year-end championship banquet celebration in Las Vegas.