HRT's “I Bleed Red and This Is My House” mantra revealed on the set of a gameshow?

The Holden Racing Team launched a new television commercial today encompassing their new mantra “I Bleed Red and This Is My House” . 
Previewed on the 2012 HRT race transporter livery at last weekend's Sandown test day, the mantra is apparently used genuinely by team members around the workshop.

The creation of such an advertisement signifies a new echelon of marketing for a V8 Supercar team, and the professionalism of the series in general.
A cynic would suggest that this step has been taken to arrest some of the fan creep from the long-dominant HRT to the recently dominant, and also Holden-supported Team Vodaphone. 
Interestingly, HRT chose to launch the mantra and associated TVC on the set of Channel 9's 'Hot Seat' gameshow.  See images below.

HRT's story behind the campaign can be found here.


UPDATE 28/2/2012: Behind the scenes footage here.