We wonder if it has ever occurred to the businesses in America that most of today’s advertising and marketing programs, regardless of so-called “creativity”, are at best predictable and mundane. Almost religiously they conform to a “norm” and deliver a message whose content can hardly be considered original. Standard predefined “strategic” formats are too prescriptive, too confining and they slow down the imagination.
Marketing through motorsports disrupts conventional “market think” and the ready-made ideas that maintain the status quo. It represents more than just a change in technique or style. It attacks head-on prevalent marketing ideas and deeply embedded habits. The idea of viewing the familiar in a different manner is critical. When marketing departments resist change for their campaigns on the pretext of preserving continuity, when we see the same images year after year, we eventually fail to even notice them. They become as insignificant as they are familiar. Along with a highly coveted brand loyalty factor, we believe adrenaline charged race-day excitement has its own way of disrupting conventional static advertising and provides a clear vision of where the brand wants to go. It commands attention beyond comprehension and radically influences consumer direction.