The glorious heyday of IndyCar long ago faded into the annals of American racing history. These days, it's all about NASCAR. That's why we were particularly pleased when Comcast contacted us about creating a new multi-media brand anthem campaign for the IndyCar Series on their sports television network, VERSUS. Serving up heritage brands like the IndyCar Series in a fresh, new, appealing way is one of Quaker City Mercantile's fortes.

Focusing on the strong tradition of IndyCar racing, today's top drivers and the technology, speed and precision necessary to be competitive in the sport, Quaker City Mercantile created an entire campaign for VERSUS that includes national TV, radio, print and outdoor elements. In addition to the traditional components, we also built an extensive, online, interactive campaign along with a tailor-made Indy Rocks music program and website.

At the center of the entire campaign lay three anthemic TV spots that cut together clips from today's series with footage from the sport's golden days when Indy drivers like Andretti, Foyt, Rahal and Unser ruled the race track. The spots feature a powerful story arc chronicling the sport's dynamic history all set to the 1974 hit New Race by Australian garage rockers Radio Birdman. The TV spots and the rest of the campaign show the sport in an entirely fresh light, and serve to bring young, new fans into the IndyCar racing fold and the IndyCar Series on VERSUS.