Three weeks ahead of the first race of the Cheltenham Festival 2020, bookmaker Coral rolled out its first ever cinematic style campaign which seeks to celebrate the pace, passion and drama of horse racing.
The launch of Coral’s ‘Fail to Finish’ campaign is actually the first ad in a series that promotes Coral’s Cheltenham Festival 2020 ‘money-back offer’.
As well as setting out to convey the speed, the drama and the disappointment of betting on a horse race, the commercial cuts between a horse race in full gallop and a punter who has put money on a favourite and the reveal shows that horse to be riderless.
The work promotes Coral’s offer on jump-racing events which offers customers get their money back as a free bet if their horse doesn’t complete the race.
The campaign is the first for Coral by new agency BBH (which took on the account last October) and was created by Adrian Thomas and Andrew Stone and directed by Jack Driscoll through Academy Films.
Driscoll has a strong sports marketing track record and has shot sports campaigns for Adidas, New Balance, Lucozade and Hyundai.
The launch work will be followed by a ‘centrepiece advert’ for the flat-racing season which will launch in March after Cheltenham 2020.
The long term objective saw BBH briefed to building deeper narratives for the Coral brand and Ladbrokes Coral Managing Director Dominic Grounsell claimed that the campaign is the most ambitious creative concept the bookie has ever undertaken.
“Our ambition with this advert is to do something totally ground-breaking in terms of concept while taking the production up to a level not seen ever before from the bookmaking industry, and arguably in any cinematic recreation of horse racing,” said Grounsell.
“We hired top-class talent to direct and produce this exciting series of adverts, and a great cast of horses, jockeys and extras to perform in it, and were able to leverage a combination of filming techniques that immersed the viewer in the horse race in a way that they won’t have experienced before.”
Comment:
A stylish, cinematic approach to activating around Cheltenham 2020, Coral’s work stands in complete contrast to the cheeky social content leading rival Paddy Power’s work around the festival (see case study).
Links:
Coral
https://www.facebook.com/coral
https://www.youtube.com/user/CoralVideoBlog
BBH London
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