Colts' Irsay takes on unusual role as car salesman

April 5, 2010
Back to TopCommentsE-mailPrintBookmark and Share

In a television commercial which begins airing early this month, Indianapolis Colts owner Jim Irsay takes on the unusual role of pitchman.

Irsay agreed to appear in television commercials for Toyota, which took over as the Colts' official automobile provider from Chevrolet last year.

The commercials were produced by Saatchi & Saatchi, a well-known worldwide ad agency that handles the Toyota account.

IMS Productions in Speedway was used to shoot the ads. Much of the shoot took place at the Colts’ 56th street complex.

Irsay appears in a Toyota vehicle along with Colts cheerleaders and the team’s mascot and says, “At the Indianapolis Colts, there’s only one car brand we trust to haul all our MVPs.”

It’s one of the very few direct pitches Irsay has ever made. In fact, some Colts officials don’t recall Irsay ever pitching products directly in an ad for a team sponsor or other company.

“Jim has made himself available to Colts sponsors at their will,” said Colts Senior Vice President Pete Ward. “We certainly want to do what we can to help our corporate partners. They’re an important part of our team.”

According to Ward, officials for Toyota, which signed a three-year deal with the Colts at the beginning of last season, requested either a player or a high-ranking Colts executive for the ad, and the Colts offered Irsay.

The 30-second spot which will air across Indiana through at least May might also prove to be a good branding tool for the Colts.

In the commercial, the Colts mascot is shown with a large horseshoe prominently displayed on his chest, a horseshoe appears on one of the goal posts in the team’s training center, and the team’s playoff and Super Bowl banners are shown in the background of the ad.

Ward calls the ad a win-win.

“They’re a major sponsor for us, so we’re happy to help them any way we can,” Ward said. “And Toyota is pretty critical to Indiana's economy.”
 

ADVERTISEMENT
  • Irsay
    I do not care if they are a sponser or not, I would not pitch Toyota for anything. A sneaky car company that has tried to do everything possible from being held accountable for producing cars that are killing Americans. They cannot even figure out why they are making dangerous cars! What a joke.
  • Irsay
    Toyota employs THOUSANDS of Hoosiers. We better hope they rebound.
  • Todd is a joke
    Todd do you really believe what you have written or is this just your knee jerk feedback. Do you really beleive any company would make a product to hurt people. What UAW plant do you work for?
  • Toyota Fan
    Todd sounds like a bitter union worker. I have owned 4 Toyotas and have never had any major repairs or problems, 3 of them I drove past 130K miles. The recent recall issue was a witch hunt. I owned a Dodge Caravan that had multiple problems, including a brake design that was insufficient for the weight and size of the vehicle and there was never a hint of a recall.

Post a comment to this blog

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT
  1. Cramer agrees...says don't buy it and sell it if you own it! Their "pay to play" cost is this issue. As long as they charge customers, they never will attain the critical mass needed to be a successful on company...Jim Cramer quote.

  2. My responses to some of the comments would include the following: 1. Our offer which included the forgiveness of debt (this is an immediate forgiveness and is not "spread over many years")represents debt that due to a reduction of interest rates in the economy arguably represents consideration together with the cash component of our offer that exceeds the $2.1 million apparently offered by another party. 2. The previous $2.1 million cash offer that was turned down by the CRC would have netted the CRC substantially less than $2.1 million. As a result even in hindsight the CRC was wise in turning down that offer. 3. With regard to "concerned Carmelite's" discussion of the previous financing Pedcor gave up $16.5 million in City debt in addition to the conveyance of the garage (appraised at $13 million)in exchange for the $22.5 million cash and debt obligations. The local media never discussed the $16.5 million in debt that we gave up which would show that we gave $29.5 million in value for the $23.5 million. 4.Pedcor would have been much happier if Brian was still operating his Deli and only made this offer as we believe that we can redevelop the building into something that will be better for the City and City Center where both Pedcor the citizens of Carmel have a large investment. Bruce Cordingley, President, Pedcor

  3. I've been looking for news on Corner Bakery, too, but there doesn't seem to be any info out there. I prefer them over Panera and Paradise so can't wait to see where they'll be!

  4. WGN actually is two channels: 1. WGN Chicago, seen only in Chicago (and parts of Canada) - this station is one of the flagship CW affiliates. 2. WGN America - a nationwide cable channel that doesn't carry any CW programming, and doesn't have local affiliates. (In addition, as WGN is owned by Tribune, just like WTTV, WTTK, and WXIN, I can't imagine they would do anything to help WISH.) In Indianapolis, CW programming is already seen on WTTV 4 and WTTK 29, and when CBS takes over those stations' main channels, the CW will move to a sub channel, such as 4.2 or 4.3 and 29.2 or 29.3. TBS is only a cable channel these days and does not affiliate with local stations. WISH could move the MyNetwork affiliation from WNDY 23 to WISH 8, but I am beginning to think they may prefer to put together their own lineup of syndicated programming instead. While much of it would be "reruns" from broadcast or cable, that's pretty much what the MyNetwork does these days anyway. So since WISH has the choice, they may want to customize their lineup by choosing programs that they feel will garner better ratings in this market.

  5. The Pedcor debt is from the CRC paying ~$23M for the Pedcor's parking garage at City Center that is apprased at $13M. Why did we pay over the top money for a private businesses parking? What did we get out of it? Pedcor got free parking for their apartment and business tenants. Pedcor now gets another building for free that taxpayers have ~$3M tied up in. This is NOT a win win for taxpayers. It is just a win for Pedcor who contributes heavily to the Friends of Jim Brainard. The campaign reports are on the Hamilton County website. http://www2.hamiltoncounty.in.gov/publicdocs/Campaign%20Finance%20Images/defaultfiles.asp?ARG1=Campaign Finance Images&ARG2=/Brainard, Jim

ADVERTISEMENT