#Shirts4Sage campaign both humorous, brilliant at the same time

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Earlier this week, IndyCar released what might have been its most humorous video of all-time.

I’m not prone to hyperbole often, but this video makes an exception.

When I first saw “#Shirts4Sage,” I could not stop laughing.

It’s been something of a running joke in the Verizon IndyCar Series this season that Sage Karam – brash, bold, bloody fast and the emerging “black hat” of the series – posted way too many shirtless selfies.

I even wrote in that aforementioned “black hat” column:

Yes, he could afford to take fewer shirtless selfies. And yes, he could calm down on track a bit.

But as a “Paul Tracy-in-training” badass who people can either love or love to hate, Karam is perfect. And desperately needed.

IndyCar and Josef Newgarden came together to produce this brilliant, two-minute mock-umentary video and premiere the #Shirts4Sage campaign, complete with the requisite sad Sarah McLachlan song in the background.

How Newgarden kept his composure on what was likely the umpteenth take is beyond me.

Even better is how Karam’s reacted to it.

Ordinarily, when you’re the butt of a joke on social media (and I can speak from experience on this, given an inside joke about blaming me for bad weather that’s grown legs and endured over four years), you have multiple options.

You can:

  • Cry about it and try to get it removed
  • Laugh it off, but make no further mention of it
  • Embrace the whole thing, play it up, and become part of the joke yourself

And fortunately for all of us, both Karam and his dad Jody have chosen the latter option.

More hilarity, tweets and requests for Sage to wear a shirt – or not – can be found by searching the #Shirts4Sage hashtag on Twitter, or by perusing Newgarden’s feed.

The IndyCar offseason is long and devoid of much on-track action.

So when Newgarden, Karam and IndyCar come together to produce a video as brilliant and humorous as this one, we all win.