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Super Bowl LIX Fox Sports ad campaign is artistic, informative and just a little bit edgy and most everyone likes it. Image Composite: Edmund Jenks via NICS (2025) |
FOX TV Reveals Shiny New Toy Of INDYCAR During Super Bowl LIX
In front of the largest crowd of viewers ever recorded by the venerable ratings organization, Nielsen - rated at 126 million viewers, FOX TV revealed, as if they were running the auctions in Arizona by removing a car cover with flair, their biggest commitment to motor culture in 2025 - the NTT INDYCAR SERIES.
In an evening that could have been marked through its disappointments of lopsided score - niche market music performer missing the ability to seize the audience - lack of buzz-worthy $8 Million per 30 second commercials & etc., FOX TV promotions department previewed and made a star out of its recent season long broadcast rights agreement with Penske Entertainment and the NTT INDYCAR SERIES.
The NTT INDYCAR SERIES emerged as one of the biggest winners of this weekend's FOX Sports Super Bowl broadcast, thanks to a series of high-impact, well written, and tightly produced three-spot ad campaign. The campaign, which introduced the open-wheel racing series to a much broader sports & culture focused audience, was widely praised by fans and industry insiders alike.
What was one of the most noticeable aspects of the campaign theme was that there was a heavy focus on capturing the unique personalities of the racers, highlighting their extraordinary skill, courage, and commitment, wrapped in the tagline, "The Fastest Racing on Earth," reinforcing IndyCar’s identity as a premier professional motorsports spectacle. The commercials were truly engaging even if one was not originally a motor culture maven.
The campaign's success coincides with a major shift in IndyCar’s broadcast landscape, as Roger Penske and Mark Miles secured a landmark all-network deal with FOX beginning this year here in 2025. This agreement is expected to significantly elevate the sport’s visibility and accessibility, positioning it for a new era of growth.
The campaign also stands out for its strategic execution across multiple platforms, including broadcast, web, and social media. It marks a significant step forward in IndyCar’s marketing efforts, reminiscent of past high-profile campaigns. Industry veterans who have been involved in IndyCar advertising and marketing since the early 1990s noted the effectiveness of the new approach, comparing it to earlier efforts that celebrated the emotional projection of the sport.
Now that this marker has been set, it would be immensely enjoyable to have this approach and assets applied to not only the drivers in the series, but to have it applied to the other two stars of this most dynamic set of trials over the course of a championship season - racing platform technology & racing venues and the styles of team effort it takes to compete at this level on temporary street circuits, dedicated road courses, small and high-speed endurance oval tracks.
If a little bit is good, more is better ... as we look forward with anticipation to seeing more content, revealed with flair, from this group of very talented communications artists at FOX Sports and their collaborators Special Group.
... notes from
The EDJE
P.S.
One suspects that since FOX TV owned the rights to broadcasting the Super Bowl, the NTT INDYCAR SERIES ads, produced by the creative team at FOX Sports and Special Group, were aired for free.
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TAGS:
FOX TV, FOX Sports, Special Group Agency, NTT, INDYCAR SERIES, Championship, Pato O'Ward, Josef Newgarden, Alex Palou, Super Bowl LIX, The EDJE
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