IndyCar Launching New "Rivals" Ads Ahead Of '15 Season

The Verizon IndyCar Series today will embark on a new marketing campaign that builds off last year’s “Rivals” effort. Starting with a new national TV spot and eventually incorporating digital, social, radio and print elements, IndyCar will leverage drivers including defending champion Will Power to push the notion that they are rivals on and off the track. The new campaign also will seek to emphasize the new Aero Kit chassis that Chevy and Honda introduced to the sport this season.

In the new spot, created in conjunction with Johnson & Wolverton, N.Y., drivers including Power, Helio Castroneves and Ryan Hunter-Reay are seen careening around a course as a voiceover states, “Do these rivals chase speed because they can, or because they can’t help it?” The '15 IndyCar season begins Sunday in St. Petersburg.