When I had finished laying out my 2022 schedule, I wondered about the three consecutive weekends I would spend at the Mid-Ohio Sportscar Course. I pondered the monotony, the repeated landscape, and the long drive from home.
One of the challenges of photographing motorsports is having the same subject each week. From a sponsor's viewpoint, it makes sense for companies to make their products recognizable. Repetition of logos and names builds familiarity for all brands and products.
Every long-time NASCAR fan remembers the #3 Goodwrench car when the name Dale Earnhardt is mentioned. When I started working in motorsports, Jimmie Johnson would forever become equated with Lowe's and the number 48. Just like when I picture Kyle Busch, in my mind, he is holding packs of M&M's standing next to his #18 racecar. I even use these relationships to remember things like combinations or addresses. For example, if a lock combination is 11-88-23, then I only have to remember Denny-Jr-Bubba (Denny Hamlin, Dale Earnhardt Jr, Bubba Wallace) and don't have to worry about the numbers. Repetitive experiences create relationships in our minds.
Advertisers know that if I admire Scott Dixon and think he is a great race car driver, I subconsciously begin to feel the same thoughts about the brand he represents, PNC Bank. Just as I'm pretty sure if Will Power needed a new cell phone, he would be shopping at a Verizon store. At least, I'm sure that's what Verizon wants me to think.
I don't mind if Petronas, FedEx, NTT, Menards, Target, or anyone else is funding motorsports. They want people to buy their products, and the more effective their advertising is, the more money people spend. If that's what promotes motorsports, then great. The more people talk about the Monster Energy motorcycle, the Red Bull car, or the Bass Pro Shops #19, the better it is for each brand and motorsports.
My brother-in-law won't go to Home Depot because he's a Jimmie Johnson fan. His brand loyalty comes from honoring the company that his favorite driver had all over his car. The funny thing is that the reverse is far less comparable. I have rarely heard a fan swear off a product because they hated the driver of that car. It's improbable that even the much-maligned Kyle Busch would deter a fan away from M&M's.
People like familiarity. It's a comfort in an ever-changing world. It's buying the same Brawny paper towels or stopping at the same Sunoco gas station. We know what to expect. We know old John will be behind the counter waiting for us after grabbing our morning coffee. That was made in the same Bunn pot with the same Peet's coffee beans for years. The cups are always in the same place, as are the lids, the stirrers, and the cream. Reliability and predictability bring order to our lives.
How much is all of this brand loyalty and familiarity worth? That's a problem I'm sure a lot of research has gone towards solving. Is an ad on TV during the Super Bowl worth the expense? $6.5 million is a lot of money for 30 seconds, yet I don't remember any gaps in the television coverage. That large amount of money could buy a spot on the rear fender for a whole racing season. How fast do you think Dorito's made back the money they invested in their commercial?
One nice thing about how expensive it is to sponsor a car for an entire season is that not many companies decide to do it. Different sponsors bring different colors, designs, and art. So it was a real treat for me to see other liveries this weekend. Romain Grosjean driving the Forever Lawn #28 at Mid-Ohio was great. What a welcome change from the yellow and red DHL paint that has lingered for many seasons. The black and the green captured my heart at every turn, and I found myself lingering for another pass of the car before changing locations. During the weekend, Marcus Erickson piloted the Honda Ridgeline #8 car with a rich, multi-faceted green complexion that amplified its curves and arches
It's also wonderful when a brand realizes there is room for new expression and design, like the red fading to black on Will Power's Verizon car. It is a welcome change from the tired old muted silver of years past and a beautiful update to the hum drum black with red accents of last year.
I've said how racecars can be beautiful with their curves and aerodynamics, spoilers, and shiny paint, but let me augment that by reminding you how amazing your girlfriend looks in her sexy new red dress with the black stiletto heels. She isn't a different person or unrecognizable, but eye-catching, beautiful, and memorable. I hope more sponsors begin to take advantage of this not-so-subtle surprise factor to shine over their competitors while their advertising waits for action.
