Matt Damon narrates new IndyCar campaign to highlight series’ stars

By Feb 27, 2020, 11:15 AM EST
IndyCar
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IndyCar unveiled a new campaign to showcase its stars Thursday, focusing on the speed and inherent danger of the NTT Series.

Using the branding “A Different Breed,” the lead video highlights Josef Newgarden, Scott Dixon, Alexander Rossi, Pato O’Ward, Colton Herta and Simon Pagenaud.

Against a backdrop of race highlights and driver closeups, narrator Matt Damon (who waved the green flag for last year’s Indianapolis 500 with Christian Bale) says, “Not everyone can do 240 (mph) 2 inches from the ground. From your opponent. From failure. Not everyone wants to wrestle a 1,500-pound animal with no power steering with 5 Gs on the neck and go toe to toe with 20 other daredevils.”

SJ Luedtke, the vice president of marketing for IndyCar, said the goal is to showcase the “audacious athleticism” of its drivers.

“We want to put a definitive stake in the ground on what makes IndyCar unique in the motorsports landscape and the greater sports landscape,” Luedtke told NBCSports.com. “It’s our athletes. We are a sport. We believe it takes a really unique person to grapple with all of that and compete against the most skilled athletes in the world. It takes a different breed of person to do what our guys and gals do.”

The campaign, which was created with Chicago-based agency Schafer Condon Carter, will feature black and white still photography as a contrast to typical branding by IndyCar teams and sponsors. “It helps them look more heroic,” Luedtke said.

The campaign will feature multiple drivers in each spot (another departure from previous series branding that focused on individuals) and highlight its range of age and experience from Dixon, the 39-year-old five-time champion, to Herta, a 19-year-old who became the youngest winner in IndyCar history last year, and O’Ward, a 20-year-old upstart.

“It’s quite different from where we’ve been,’ Luedtke said. “We really want to lean into being a more youthful brand and telling the story of there’s a risk involved. Our competition team continues to make the sport safer and safer, but it is a piece of what differentiates us and our athletes from any other athletes, especially in mainstream sports.”

In another change from past campaigns that featured a seasonlong image or commercial, Luedtke said the promotion will be updated throughout the season depending on relevant developments and storylines.

“This is Chapter 1 to kick off our season,” Luedtke said. “That image is meant to change based on the story we’re trying to tell. Going into the month of May, we may have a whole different group of guys we’re highlighting in our print ads and be cutting another video to tell a different story. We’ll continue to do that iteratively over the course of the season.”

Ford unveils a new Mustang for 2024 Le Mans in motorsports ‘lifestyle brand’ retooling

Associated PressJun 9, 2023, 7:00 PM EDT
Ford Mustang Le Mans
Ford Performance
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LE MANS, France — Ford has planned a return to the 24 Hours of Le Mans with its iconic Mustang muscle car next year under a massive rebranding of Ford Performance aimed at bringing the automotive manufacturer “into the racing business.”

The Friday unveil of the new Mustang Dark Horse-based race car follows Ford’s announcement in February (and a ballyhooed test at Sebring in March) that it will return to Formula One in 2026 in partnership with reigning world champion Red Bull.

The Mustang will enter the GT3 category next year with at least two cars in both IMSA and the World Endurance Championship, and is hopeful to earn an invitation to next year’s 24 Hours of Le Mans. The IMSA entries will be a factory Ford Performance program run by Multimatic, and a customer program in WEC with Proton Competition.

Ford CEO Jim Farley, also an amateur sports car racer, told The Associated Press the Mustang will be available to compete in various GT3 series across the globe to customer teams. But more important, Farley said, is the overall rebranding of Ford Performance – done by renowned motorsports designer Troy Lee – that is aimed at making Ford a lifestyle brand with a sporting mindset.

“It’s kind of like the company finding its own, and rediscovering its icons, and doubling down on them,” Farley told the AP. “And then this motorsports activity is getting serious about connecting enthusiast customers with those rediscovered icons. It’s a big switch for the company – this is really about building strong, iconic vehicles with enthusiasts at the center of our marketing.”

Ford last competed in sports car racing in 2019 as part of a three-year program with Chip Ganassi Racing. The team scored the class win at Le Mans in 2016 in a targeted performance aimed to celebrate the 50th anniversary of Ford snapping Ferrari’s six-year winning streak.

Ford on Friday displayed a Mustang with a Lee-designed livery that showcased the cleaner, simplified look that will soon be featured on all its racing vehicles. The traditional blue oval with Ford Performance in white lettering underneath will now be branded simply FP.

The new mark will be used across car liveries, merchandise and apparel, display assets, parts and accessories and in advertising.

Farley cited Porsche as an automaker that has successfully figured out how to sell cars to consumers and race cars in various series around the world while creating a culture of brand enthusiasts. He believes Ford’s new direction will help the company sell street cars, race cars, boost interest in driving schools, and create a merchandise line that convinces consumers that a stalwart of American automakers is a hip, cool brand.

“We’re going to build a global motorsports business off road and on road,” Farley told the AP, adding that the design of the Mustang is “unapologetically American.”

He lauded the work of Lee, who is considered the top helmet designer among race car drivers.

“We’re in the first inning of a nine inning game, and going to Le Mans is really important,” Farley said. “But for customer cars, getting the graphics right, designing race cars that win at all different levels, and then designing a racing brand for Ford Performance that gets rebranded and elevated is super important.”

He said he’s kept a close eye on how Porsche and Aston Martin have built their motorsports businesses and said Ford will be better.

“We’re going in the exact same direction. We just want to be better than them, that’s all,” Farley said. “Second is the first loser.”

Farley, an avid amateur racer himself, did not travel to Le Mans for the announcement. The race that begins Saturday features an entry from NASCAR, and Ford is the reigning Cup Series champion with Joey Logano and Team Penske.

The NASCAR “Garage 56” entry is a collaboration between Hendrick Motorsports, Chevrolet and Goodyear, and is being widely celebrated throughout the industry. Farley did feel left out of the party in France – a sentiment NASCAR tried to avoid by inviting many of its partners to attend the race so that it wouldn’t seem like a Chevrolet-only celebration.

“They’re going right and I’m going left – that NASCAR thing is a one-year deal, right? It’s Garage 56 and they can have their NASCAR party, but that’s a one-year party,” Farley said. “We won Le Mans outright four times, we won in the GT class, and we’re coming back with Mustang and it’s not a one-year deal.

“So they can get all excited about Garage 56. I almost see that as a marketing exercise for NASCAR, but for me, that’s a science project,” Farley continued. “I don’t live in a world of science projects. I live in the world of building a vital company that everyone is excited about. To do that, we’re not going to do a Garage 56 – I’ve got to beat Porsche and Aston Martin and Ferrari year after year after year.”

Ford’s announcement comes on the heels of General Motors changing its GT3 strategy next season and ending its factory Corvette program. GM, which unlike Ford competes in the IMSA Grand Touring Prototype division (with its Cadillac brand), will shift fully to a customer model for Corvettes in 2024 (with some factory support in the IMSA GTD Pro category).