The glorious heyday of IndyCar had long faded into the annals of American racing history, overshadowed by NASCAR's dominance. So when Comcast came calling about a new multi-media brand anthem campaign for the IndyCar Series on their VERSUS channel, the challenge was clear: bring a heritage brand back to life in a fresh, compelling way.

The resulting campaign spanned national TV, radio, print, outdoor and digital. At its center was an anthemic TV spot weaving together clips from the current series with footage from the sport's golden era — when drivers like Andretti, Foyt, Rahal and Unser ruled the track — all set to the 1974 Radio Birdman track "New Race." Together, the campaign reframed the sport for a new generation of fans and brought fresh energy to the IndyCar Series on VERSUS.