Gish, Sherwood Is in Fast Company

ATLANTA Gish, Sherwood & Friends has won the $3 million advertising account of the Indy Racing League after a competitive review, the agency said.

The first work from the independent Nashville, Tenn., shop is scheduled to launch Thursday on ESPN during the cable network’s airing of its original production, 3, a movie about the late Dale Earnhardt, one of Nascar’s most revered drivers. That same 30-second spot will play on the Jumbotron during the Capital One Bowl in Orlando, Fla., Jan. 1.

The campaign will include additional television commercials, radio spots and print ads in periodicals such as Sports Illustrated, Maxim and Rolling Stone. The IRL handles media buying internally.

“Adrenaline. Amplified” is the tagline of the campaign, which spotlights the drivers and illustrates the human drama that unfolds on the track.

“We offer the best in motorsports racing entertainment and realize we need to position our product and drivers in a valuable, relevant way to the consumer,” said Ken Ungar, senior vice president of business affairs for the IRL. “It’s about changing how we interact with consumers so we can create an emotional attachment between the fans and the drivers.”

The review began in September with eight agencies from across the nation, an IRL representative said. The incumbent was Marketing Directions of Cleveland, which held the account for the past three years. The independent shop participated in the review, the rep said.

The IRL Series, based in Indianapolis, includes the Indianapolis 500. The 16 IRL races are televised on ABC and ESPN.

GS&F also will develop a campaign for the league’s Menards Infiniti Pro Series.