Words fail to express what May means to the city of Indianapolis. It’s a month long celebration of racing, music, partying and more. The finale of which is the Indy 500, the Greatest Spectacle in Racing. This is no ordinary month. This is May.


The campaign’s first commercial, a :15 teaser, aired just before the singing of the National Anthem during Super Bowl LII. It serves as a tantalizing peek at what’s to come.


Debuting before halftime of Super Bowl LII, the launch commercial serves as a high-energy reminder of what May feels like in Indy. The audio track features EDM artist GRiZ, who will perform at this year’s Indy 500 Snake Pit.



Strategically placed OOH uses a curated selection of compelling imagery to strike an emotional connection, and remind people what the Month of May means in Indianapolis.

IMS 102 - OOH Billboard
IMS 102 - Print


Full page newspaper on the same Sunday set the table for a truly wide-reaching campaign. May is more than a race, it’s a month long celebration held by an entire city, with invitations extended to the entire world.

It’s the opening cannon blast. The green light. Emotions are rekindled. And traditions are on display. The checkered flags come out, as the entire world leans in. This is the month when our city comes to life, as it’s done now for over a century. It’s May: a month-long celebration of speed, adrenaline, tradition and thrill. 11 days of on-track action. Concerts, parades and porch parties. A road race, a foot race and the race. This is a community like no other, celebrating a month like no other. From 5/1 to the 500, This is May.