The Playboy argument

IndyCar commentary — By on August 22, 2010 6:25 pm

(Originally posted by Steph to Planet-IRL.com.)

During the break between the Firestone Indy Lights and IZOD IndyCar Series races this afternoon, this tweet appeared on the timeline:

IzodTrophyGirl:  It’s Finally Here! For grown-up eyes…

…followed by a link to the Playboy website.

I didn’t go any further than the front page, but it was clear that continuing on would net photos of the IZOD Trophy Girls in various states of undress with their well-branded IZOD fire suits.

Now, look:  I’m not the sort of person you’d typically find having a problem with this.  I’m not a prude.  I’d call myself observant of religion, but I’m far from being a Bible-thumper.  I’m a strong woman, but I’m not even really a feminist (I prefer straight-up equality).  And I’m most certainly not a conservative — heck, I’m proud to live in a city that is host to a parade that sees hundreds of gay men and women strutting down our main street, mostly or completely naked, in front of upwards of a million people.

So, it doesn’t come from any place but pure logic when I endeavor to point out how very deeply flawed this marketing strategy is.

Even with that said, though, I get it.  The Series would do well to position itself as sexy.  And that’s fine — sexy has its place.  I rolled my eyes when I first saw the IZOD Trophy Girls in pit lane, but I understood it.  There’s a demographic to which that appeals, and the sport wants their money.

But this can be accomplished in a way that doesn’t create an environment whereby parents feel uncomfortable with bringing their kids to the racetrack.  In fact, it needs to be accomplished this way.  There are just as many families with buying power in North America as there are single people, and their disposable income is just as important to the future of the IZOD IndyCar Series.

But parents hold an extra piece to the puzzle:  they hold the future of fandom for this sport in the form of their children.  Their comfort level controls whether those potential young fans are exposed to IndyCar racing and keep the cycle going for future generations.

And there aren’t very many ways to raise a parent’s discomfort level faster than by forming an association between Playboy and the IZOD IndyCar Series.

It carries the appearance of being harmless enough.  So long as there’s no cross-promotion at the track, the kids never need to know it happened, right?  But the same thing was said when Danica appeared in the swimsuit issue of Sports Illustrated.  The problem is that the moment a woman allows her physical appearance to be exploited for financial gain, she’s no longer a person in the eyes of the public — she’s an object.  Have you ever spent 10 minutes standing outside Danica’s garage and listened to the comments from the crowd?  I’ve never heard such filth in my life as I’ve heard come from some of the men who stand there and drool as they wait for her to make an appearance.  There’s not a chance that I would allow my child to make a role model out of someone who not only allows herself to be but endorses being on the receiving end of that sort of treatment.

Sarah Fisher, on the other hand, has had a strong fan base for years despite never seeing the need to have her photo taken in a bikini.  And an even better example is Simona:  her fan base expands every weekend and lots of men find her plenty attractive, but she’s gotten to where she is purely on racing ability and has no intention of promoting herself otherwise regardless of her growing popularity.  Now, those are role models I can get behind.

Plus, look at some of the great work with children and families that’s being done by the IICS these days.  Just about every stop that the Series makes in an urban center seems to involve sending a contingent of drivers to the local children’s hospital.  Sure, it makes for a great photo op, but there’s a reason for that:  the opportunity to talk personally with race car drivers puts smiles onto the faces of sick children.  That’s noble, charitable, and just plain heart-warming.  It’s easy to forget that there are public relations benefits to such arrangements at all.

And Ryan Hunter-Reay has taken it a step further.  Through the Racing for Cancer organization formed earlier this season in memory of his mother, Ryan has started hosting a child living with cancer at each race and dedicating a ton of his own time throughout the weekend to giving that child a behind-the-scenes look at the IZOD IndyCar Series.  That kind of positive publicity can’t be bought — and yet Ryan’s intentions come across as being much more pure than that.  One can’t help but believe that he does it simply out of the goodness of his heart, which makes the whole thing even better.

Never mind the Boy Scouts of America tie-in with Alex Lloyd’s car.  That creates a whole host of other complications.

So, why would we take all of that highly positive and family-friendly exposure and drag it through the mud for the sake of a quick buck and a passing product placement through Playboy?

As the discussion of this played out on Twitter this afternoon, some argued that if Playboy’s money is to be cut out of the equation, then advertising by cigarette, alcohol and energy drink producers should be excluded as well.  You’ll get no argument from me on the cigarette front; event advertising by tobacco companies has been banned in Canada since 2003, and the number of smokers in this country continues to go down.  (Though I’ll admit that I was violently opposed to the ban at the time.  The devastating impact it was going to have on auto racing funding in this country was apparent well before it passed.  But I was younger then, and I’m seeing these things from a very different perspective these days.)  Alcohol and energy drinks I don’t have as much of a problem with — it’s not difficult to teach a child that those things aren’t good for you but can be enjoyed in moderation when he or she is older.  On the other hand, it only takes a couple of cigarettes to form an addiction and there’s no such thing as moderation in that realm, so exposure to anything that portrays smoking in a positive light should be restricted.

But it’s damn near impossible to teach a young girl that it’s okay for that rich and famous woman over there to objectify herself in a Playboy spread but that she should reject the body image messages she has to contend with in the media every day and insist on being respected for her intelligence and character.  Some parents manage it, but they’re not likely to flock to events that will make that job any harder.

In short, you can’t have it both ways, folks — you’re either family-friendly or you’re not.  If you want to go down the road that leads to barely clothed pit babes and Playboy spreads, that’s a valid choice, but you can’t take the child-friendly programs and the benefits they reap with you.  And it would be highly inadvisable to chase the quick buck today and leave behind the potential fans of tomorrow.

And so, I appeal directly to Randy Bernard, Mike Kelly, IZOD and the rest of the IndyCar Series:  please, please, please, run — don’t walk — as far from this association as possible.  Find other ways to achieve your marketing objectives; it may take a bit more creativity, but it is possible.

It’s not conjecture to state that the future of open-wheel racing in America depends on it.