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Watch a gimp enjoy milk in this Indy 500 promo

Zed's dead baby ... Zed's dead.

The Indy 500 appear to be trying to attract a new kind of fan by the looks of the pre-race promotion: fetishists. Tapping into the BDSM market has been difficult for events looking for an appropriate segue but when your sport features drenching people in milk it kind of sells itself.

It's amazing that in 2014 something like a gimp regurgitating milk into a bathtub can not only appear on day time TV, but can be rubber-stamped by a number of executives during pre-race checks and balances. We're not complaining, because weird random things are totally great. That said, it caused an awkward moment for one of the most recognizable drivers in the world.