I was pleasantly surprised this weekend to see IZOD IndyCar Series commercials air during both the AFC and NFC league championship games this weekend. Short of the Superbowl, there is hardly any other advertising buy that would attract the attention of more eyes.
The commercial used was the same bit that IndyCar fans were treated to all season last year (‘everything gonna be all right’) but ended with an advertisement for the Sao Paulo race and the phrase ‘The Fastest Race on Earth’.
While this is the first time I have seen these commercials, it is not an isolated incident. IZOD is in the midst of a major advertising buy which started on January 15th and will continue to the end of the month. This buy has IndyCar commercials air up to 50 times per day all across the TV dial. Look for the commercial to air during The Grammy’s, The NFL Pro Bowl, Good Morning America, and CNN’s Larry King and Andersen Cooper, as well as airings during popular shows on ESPN, E!, Versus, Golf, G4, Speed, and Style.
Say what you will about the failings of the IndyCar Series, but the IZOD title sponsorship is not one of them. They have gone out of their way to spend major cash to promote the IndyCar series, they are helping Ryan Hunter-Reay get a seat at Andretti Autosport and they are raising the image of the sport (or lowering their own).
Just one more reason to get even more excited that racing season is looming large on the horizon.