The rollout of IndyCar's '20 brand campaign, "A Different Breed," looks "noticeably different from those of years' past," with a message that will specifically "target the 25-34-year-old demographic," according to Nathan Brown of the INDIANAPOLIS STAR. Previous campaigns used a version of "rock-and-roll-level grit and grunge, or racing-heavy excitement to try to pique potential fans' interest." The messages of "The Future Starts Now" in '18 and "All Access" last year "moved away from a driver focus altogether, instead looking at the new car and the sport." IndyCar VP/Marketing SJ Luedtke said the series saw "triple-growth" in the 25-34-year-old demographic last year. She added that this demo is "where she sees the greatest potential for growth in a fan base that has been creeping higher in recent years." The campaign's debut spot features "storytelling done by Matt Damon" and an original track from DJ MakJ. In the spot from Schafer Condon Carter, Chicago, Damon's narration and the visuals attempt to prove that "'driving a car around' should be seen as a more daunting task than dribbling and dunking a basketball." With each piece of branded content that rolls out this year, including TV ads, signage and social feeds, IndyCar will "attempt to explain that internal fire -- unapologetically" (INDIANAPOLIS STAR, 2/28). Schafer Condon Carter was contracted last summer, before Roger Penske purchased the IndyCar Series, but Luedtke said he has been "very supportive" of the campaign. Luedtke: "He appreciates where we're going, staying true to the sport and showcasing what makes our sport great" (THEATHLETIC.com, 2/27).
