Shanklin: Dubai World Cup video ‘most riveting’ horse racing ad ever

by | 03.23.2012 | 11:39am
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As the NTRA and Jockey Club roll out a video campaign in an effort to draw more interest in Thoroughbred racing, Bill Shanklin at Horse Racing Business points out a new video ad for the Dubai World Cup.  You can watch below and decide for yourself, but Shanklin writes:

“It dramatically captures and holds one’s attention. Even if a person is uninterested in horse racing, one is apt to watch this advertisement in its entirety if he or she happens to see it.”

“In my judgment, this is the most riveting advertisement I’ve ever seen for horse racing…and it has no dialogue whatsoever. The pictures and music convey the message.”

» Read more at Horse Racing Business
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  • Case Clay

    This is an excellent advertisement, in my opinion. Well done/kudos to the team who put this together.

  • MA

    All I can think about when I watch it is “The Dark Knight” (that’s the music) and how I hate seeing horses on pavement.

  • Barbara

    Very well done. Sponsor Nissan was highlighted so wonder if they had a hand at all in it in Dubai? I think many of those horses used in the spot were Arabians, not TB’s…the pavement might have been a composite shot.

    Regardless, excellent.

  • Mike Podesta

    Not a patch on “Go Baby Go”. 

    I’m only joking you fools.

  • Josh

    Three Chimney’s investment ad and this one are really what needs to be in front of people. These NTRA ads are coming off cheap and boring. Take a hint guys

  • James D. Jimenez

    MA, 

    I thought the same thing about the pavement but if you watch the video 1 frame at a time at about 23 seconds you will see that every horse appears to be barefoot. Then from about 34 – 39 seconds you see that what appears to be pavement looks more like rolled dirt with painted parking lines as you will see dust kick back as the horses travel. 

    Pretty cool advertisement. 

  • Dragonteri

      The horses were definitely Arabians, which makes sense from an artistic viewpoint. The arched necks, the high-flagged tails, the collected canter…all very attractive. From a practical viewpoint, IF the horses were being cantered over a firm surface, using Arabians, with their denser leg bones, would have helped ensure that the shoot suffered from no “Luck-”style mishaps. 

  • Don Reed

    Bill is correct.  The music is riveting, the photography is very good, and the ending has genuine impact.

    Only thing wrong is the insane insistence on frantically cutting away from a shot every two-three seconds.

    It ruins the viewer’s concentration.  It alienates.  It’s completely unnecessary.

    It is only being done because the practice is currently fashionable.

    How could something otherwise so intelligently crafted feature such a lack of common sense?

  • MA

    Arabian racing is very important in Dubai. so I’m sure their inclusion wasn’t just for looks. They have a big race for them before the Thoroughbred races on World Cup night.

  • Barbara

    Don, it is very well paced spot, and cut to music. But just my opinion. Regardless, across the spectrum, we all seem to like it.

  • http://www.facebook.com/profile.php?id=857200316 Kim Brewer

    much better than the breeder’s cup one where they made us watch Zenyatta lose over and over again

  • voiceofreason

    It’s good. Very good. Very, very good… maybe. But that’s about it.
    It just looks herculean next to the vapid ads by NTRA.

  • nomoralcompass

    great ads, but you’ll never see tracks in the US do this. Too busy figuring out a way to get rid of horses and concentrate on slots. 

  • Don

    omg. got my heart racing.

  • Rachel

    Nothing more beautiful than an Arabian horse…especially a gray one ;-)

  • SteveG

    Very well done.  The concept of the horses as cultural icons underpinning the modern culture by juxtaposing them to the cityscapes is powerful, IMO.

  • Allynn

    nice…

  • ExactaGirl

    Very compelling. Love it!

  • DawnP

    Now THAT is an ad!

  • Cher Villalobos

    Compelling and properly done advertising.  I agree with the comment about Three Chimney’s investment ad too, as that is still a spectacular advertisement.

  • Don Reed

    It appears that Bob Baffert had an adverse reaction to the ad.

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