For the 2021 NTT IndyCar Series racing season on NBC Sports, the network brought in New York City-based creative agency Mr Wonderful to help concept and produce branded custom animations for online car dealership Carvana.
The spot opens with a Carvana token flipping into frame and activating the Carvana vending machine. The vending machine, located at a racetrack, comes to life. Through a series of robotics, the camera moves around the building interior as a vehicle is selected but rather than selecting a regular sedan, the machine selects Jim Johnson’s IndyCar number 48.
“We worked closely with NBC Sports and Carvana to identify key visual brand aspects to leverage into the animation. Featuring the Carvana Car Vending Machine, the first fully-automated, coin-operated car vending machine in the U.S., seemed like a natural medium to introduce the Carvana-sponsored IndyCar,” said Mr Wonderful Creative Director Gary Keenan in a statement.
NBC and NBCSN are televising every Indycar race this season, including the Indy 500 live on Sunday on NBC, while Peacock is streaming all Indycar practice and qualifying sessions.
Network: NBC Sports
Agency: Mr Wonderful