Channel 4 has tonight launched a major new marketing campaign for horse racing ahead of the Grand National with a TV ad across the Channel 4 network.
The 90 second long film, which aired just before 9pm this evening, promotes the most hotly anticipated date of the horse racing calendar year, with the Grand National having a reputation as the definitive test for horse and jockey.
The trail sees Liverpool city take the place of Aintree’s race course and features ten horses racing through streets, allotments, back gardens, parks and ponds whilst cars, fences, park benches and a skate park take the place of legendary jumps The Chair, Becher’s Brook and Canal Turn.
The promo is set to The Night Marchers’ ‘Thar she blows’ with Channel 4 racing commentator Simon Holt providing racing commentary.
John Allison and Chris Bovill, Creative Directors of 4creative said; “We wanted to demonstrate the excitement, adrenaline and drama of horseracing, the power of the horses and the skill of the jockeys by placing a race in an everyday context that everyone can relate to.”
45 hours of footage was shot over two days using 44 cameras and a cast and crew of almost 300 people, including race and stunt horses and jockeys to achieve the ambitious final film.
James Walker, Channel 4 Head of Marketing added: “Channel 4 is now the home of racing and we are showing all the key racing events in 2013. The Grand National is the people’s race and we wanted to give that a particular C4 spin and make horse racing feel accessible and modern.“
The Grand National will take place on Saturday 6 April 2013, live on Channel 4.