Keeneland, a historic horse racetrack nestled in the heart of Kentucky, has been a symbol of excellence in the Thoroughbred industry since its inception in 1936. Guided by a profound commitment to the horse and the sport, Keeneland has upheld its mission to perpetuate the best of Thoroughbred racing and sales, embodying values deeply rooted in devotion, integrity, and excellence.
Client
Keenland // Hook Interactive
Date
April 1, 2024
Services
Sound Design, Music Supervision, Mix
Showcasing Keenland's values and mission, we explore the idea that "A Horse is Measured in Hands." This concept pays homage to the standard unit of measuring horses, while metaphorically alluding to the unseen hands that have shaped and upheld the standards of excellence within the racing industry.
The commercial unfolds with breathtaking visuals of majestic Thoroughbreds galloping across the lush Kentucky landscape, accompanied by a stirring soundtrack evoking the spirit of the sport. Interspersed with scenes of trainers, jockeys, and breeders, the narrative emphasizes Keeneland's unwavering devotion to the wellbeing of the horse and its commitment to maintaining the highest standards in racing and sales.
Devotion to the Horse: The commercial underscores Keeneland's reverence for the beauty, power, and grace of the Thoroughbred, emphasizing the intimate connection between horse and human that lies at the heart of the sport.
Force for Good: Keeneland's pivotal role as a connector and changemaker within the Thoroughbred industry is highlighted, emphasizing its commitment to upholding the highest standards and championing the best of racing for all stakeholders.
World-Class Experience: Keeneland's relentless pursuit of excellence is showcased through its commitment to delivering a world-class experience for all horsemen, visitors, and fans, year after year.
By Horsemen, For Horsemen: The commercial pays homage to Keeneland's rich heritage as a facility founded by horsemen, for horsemen, emphasizing its commitment to genuine relationships and shared passion for the sport.
The commercial served as a powerful testament to Keeneland's values and mission, resonating deeply with audiences within and beyond the Thoroughbred industry. By celebrating the heart of horse racing and the enduring legacy of Keeneland, the commercial reinforced the track's position as a global leader in the sport, fostering deeper connections with stakeholders and paving the way for continued success for generations to come.
