Thoroughbred Racing SA’s brand ‘The Races’ will re-emerge on TV screens from next week with the launch of a bold new commercial showcasing the South Australian fashion industry’s finest talents.
Created to capture the glamour and excitement of the sport right across the State, the new ad also celebrates the work of local designers Alexis George, Liza Emanuele and Razak in racing outfits worn by promising young models from Finesse.
Designed by local agency KWP! and brought to life by award-winning Adelaide animation studio Resin, the commercial features a combination of live and computer generated imagery with horses thundering past glamorous models through some of South Australia’s most picturesque locations.
It is the Industry’s first ad to air in many years and forms the second phase of its ‘There’s nothing like a day at The Races’ re-branding campaign, which started in 2009.
And it is home grown down to even the smallest detail – stylist Chloe Spalding volunteered her skills to the project while Jen Rossiter completed the outfits with stunning hair and make-up. Racing enthusiasts will also notice that the silks which appear on the jockeys represent the colours of South Australia’s best known racing identities.
Thoroughbred Racing SA Industry Marketing Manager Jane Wellington said the launch of the new commercial was timely with the Adelaide Fashion Festival and Spring Racing Carnival now underway.
“We hope the ad and current fashion buzz around town will inspire South Australians to get creative with their wardrobes and take part in the fun of dressing up for a day at The Races this spring.”
“The Races are a way to experience South Australia – and to do it in style. The new commercial gave us a great opportunity to create something very glamorous and showcase local fashion talent.
“It takes viewers on a journey across the State from the beach to the vineyards, and the city to the outback, and sets the scene for what family and friends can do during a day at The Races – it forms a link between tourism and racing," said Jane.
The commercial includes a voiceover that builds on The Races’ ‘There’s nothing like a day at The Races’ tagline.
Corey Swaffer from KWP! said the agency aimed to bring to life in moving pictures the print and outdoor campaign it developed during the first phase of the new umbrella brand.
“The print campaign captured the glamour and excitement of horse racing with dynamic visuals of glamorous models interacting with a field of race horses in surreal locations. This was achieved with a fair amount of Photoshop trickery,” Corey said.
“Even still, taking this idea to TV without trampling the talent with a stampede of horses was quite a challenge but the guys at Resin were up to it and came up with a brilliant combination of live action footage and computer generated imagery."