Ascot Racecourse has unveiled a new campaign that focuses on the ‘transformative’ feeling that attending one of their year-round events can have.
Developed by creative agency Dark Horses, ‘The Ascot You’ campaign depicts people going about their everyday life dressed like they would when they visit the racecourse.
The juxtaposition of normality and ‘elevated elegance’ intends to promote the idea that ‘There’s you you, then there’s the Ascot You.’
Spearheaded by a comedic TV spot, the promotion will also roll out via print, out-of-home (OOH) and online platforms ahead of the racecourse’s flagship meeting, Royal Ascot on 22 June.
The commercial – directed by Daniel Liakh through Spindle – sees an office worker attend her job dressed in full Ascot attire, struggling to shake the memories of her day at the racecourse.
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“We are thrilled to be partnering with Dark Horses, the team truly captured the essence of Royal Ascot and the experience of attending a raceday in the creative,” Ascot Racecourse head of marketing Ros Robinson said. “This was borne out of a clear understanding of our business opportunities and how to deliver them through our marketing communications.”
Dark Horses won the Ascot account after a competitive pitch last Autumn.
The agency’s executive creative director, Steve Howell, added: “There’s a magical transformation that happens to everyone that attends an Ascot event, from getting dressed up, to feeling the thrill of the races, it’s a place where you can be whoever you want to be. The Ascot You is all about celebrating that release from within and how it can resonate into your everyday life.”
The imagery for the campaign was photographed by Carla Guler through A&R Creative.
