“Smart to Intelligent”

Hot Lava Puts Arrow Electronics on the National Stage with IndyCar Season Finale Spot

New work from the “Smart to Intelligent” platform debuts during FOX’s Mission Foods Grand Prix of Monterey at WeatherTech Raceway Laguna Seca

Independent agency Hot Lava is debuting new work for Arrow Electronics during The Mission Foods Grand Prix of Monterey at WeatherTech Raceway Laguna Seca. Airing nationally on FOX, the :30 spot, titled “The Speed of Arrow,” extends Arrow’s “Smart to Intelligent” brand platform to a national motorsports audience.

The work builds on Arrow’s high-visibility partnership with the Arrow McLaren IndyCar Team, bringing the “Smart to Intelligent” platform beyond the brand’s core audience of engineers and technologists. The aim is to position Arrow as a technology partner advancing the world’s technology rather than simply a logo on a car.

At the heart of the campaign is “Smart to Intelligent,” Arrow’s brand platform framing the company’s role in the shift from smart technology to genuinely intelligent systems. More than a tagline, it casts Arrow as an active force working behind the products consumers see, bringing the next generation of intelligent systems to life. The IndyCar season finale gives that idea one of its most public stages yet.

To bring the platform to life, Hot Lava produced a series of shoots leading up to the race, supplemented with historic footage of the McLaren IndyCar. By spotlighting Arrow through one of its most prominent partnerships, the campaign aims to raise awareness of the brand among audiences who may know the McLaren name better than Arrow’s own.

“It’s great to see Arrow get this kind of exposure. Our goal has always been to educate more people about the vital role Arrow plays in advancing the world’s technology. Putting them on the national stage with IndyCar prompts that conversation. We’re thrilled McLaren has elevated the words of the campaign to live on the livery itself,” said Eli Otting, strategy director at Hot Lava.

Hot Lava has served as Arrow Electronics’ brand agency of record since 2024. The work runs on the FOX broadcast network and LinkedIn beginning September 6, 2026.