Coral launches ‘cinematic series’ celebrating racing’s deeper narratives

Ahead of Cheltenham Festival 2020, Coral marketing has unveiled its first ever ‘cinematic campaign’ which will celebrate the ‘pace, passion and drama of horse racing.

Debuting its ‘Fail to Finish’ campaign, the first advert in Coral’s cinematic campaign series will promote the operator’s Cheltenham Festival 2020 ‘money-back offer’.

The campaign will be followed by a ‘centrepiece advert’ based on flat-racing, which will be launched in March, post-Cheltenham 2020.

Coral’s cinematic series has been developed by BBH London, the creative agency which took charge of GVC Holdings’ UK group advertising account last October.

Building deeper narratives for the Coral brand, BBH has commissioned specialist sports director Jack Driscoll to film the series. Driscoll has previously led campaigns for Adidas, New Balance, Lucozade and Hyundai.

Ladbrokes Coral Managing Director  Dominic Grounsell has branded the campaign as the most ambitious creative concept the bookmaker has ever undertaken.

Launching the cinematic series, Grounsell said: “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.

“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.”

Coral – ‘Fail to Finish’ – Cheltenham Festival 2020

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