Is This the Most Controversial Sports Ad of 2025? Find Out!

A Bold New Ad for IndyCar

Reader, stop us if we’re getting too excited here! We haven’t seen an ad for a sporting championship—especially one as down on its luck as IndyCar—for a long time. Produced by Special Group in the US, this upcoming ad campaign promotes the IndyCar season on Fox Sports and it’s a real cracker. Expect more iterations featuring different drivers, according to Special Group US creative director Joshua Hacohen.

What is IndyCar?

For those unfamiliar, IndyCar is the pinnacle of open-wheel racing in the US. While these vehicles may resemble the more popular F1 cars, there are significant differences:

• Top Speed: IndyCars have higher top speeds due to their slippery designs.
• Racing Circuits: They race on both oval circuits and regular racetracks, unlike F1 cars that typically race on twistier tracks.
• Safety: The higher speeds make IndyCars more dangerous, hence the need for large windshields and driver protections.
• Car Design: IndyCars are nearly identical, whereas F1 cars are built by individual manufacturers.

Viewership Challenges

IndyCar has faced declining viewership in recent years. The Indianapolis 500—its equivalent of F1’s Monaco Grand Prix—drew a record 13 million viewers in 2023, but only one other race attracted more than a million viewers. To put it in perspective, back in 1993, no race dipped below 2.5 million, with that season’s Indianapolis 500 bringing in 12.2 million viewers.

A New Hope for IndyCar

The series is transitioning from NBC to Fox Sports, with the new rights holder promising expanded coverage. Here’s hoping this new ad campaign will get the bums back on sofas and reignite interest in the sport.