In late February, ahead of this week’s opening round of the 2022 season in St Petersburg, the NTT IndyCar Series launched the latest iteration of its ‘Defy Everything’ brand campaign.
Led by a hero spot which acts as a bold rallying cry for the series, the teams and drivers as they set out to pursue their championship dreams and face the dynamic physical and psychological challenges of a new season.
For 2022, the property owner rolled out a fresh take on the campaign focusing on what the driver athletes do to prepare for the unknown outcomes that await them on the circuit – from victory and defeat, narrow escapes, overtakes and everything in between.
The spots features several leading IndyCar drivers including Chip Ganassi Racing’s defending champion Alex Palou, Team Penske’s two-time champion Josef Newgarden, Arrow McLaren SP’s Pato O’Ward (who notched up his first two wins in 2021 and former F1 star Romain Grosjean who has moved from Dale Coyne Racing to Andretti Autosport for his second IndyCar season.
Defy Everything’ dropped across television digital and social channels from 21 February and states that ‘Pushing the limits isn’t comfortable. Neither is losing. When the points reset, what they did last season doesn’t matter. Time to prove what they’re made of.’
The spearhead spot is backed by a season-long set of supporting content and race-related #DefyEverything’ assets.
Tomorrow.#INDYCAR // #DEFYEVERYTHING pic.twitter.com/wKWEOSYtrl
— NTT INDYCAR SERIES (@IndyCar) February 20, 2022
Some of our favorite shots from the #DEFYEVERYTHING campaign video.
Did you miss the launch yesterday? Click the link below to watch the full spot.
— NTT INDYCAR SERIES (@IndyCar) February 22, 2022
Pushing the limits isn’t comfortable. Neither is losing.
When the points reset, what they did last season doesn’t matter.
Time to prove what they're made of.#INDYCAR // #DEFYEVERYTHING pic.twitter.com/Z1hPmObIEi
— NTT INDYCAR SERIES (@IndyCar) February 21, 2022
The campaign was created in-house by IndyCar’s marketing and digital team with workout scenes filmed at PitFit Training and it is set to ‘Run It’ by DJ Snake (featuring Rick Ross and Rich Brian).
“Competing in the NTT IndyCar Series is a bold act of defiance that demands a unique mindset and a fierce physicality that few people ever attain or even fully understand,” explained IndyCar VP of Marketing SJ Luedtke. “These characteristics reach extreme levels across our field, and this campaign provides a behind-the-scenes window into the process of attaining them and becoming a world-class competitor in a relentless and dangerous sport. We believe this exhilarating and honest narrative will impress and inspire fans around the globe, heightening focus on our NTT IndyCar Series stars and our ultra-competitive racing.”
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