WOODBINE ENTERTAINMENT GROUP RUNS SUMMER CAMPAIGN
By Adnews Staff
Toronto-based Woodbine Entertainment Group is promoting the excitement of live horse racing in its 2002 summer advertising campaign. Created by Leo Burnett of Toronto, the campaign continues to use the tagline, "You Can't Help But Feel It." The first television commercial in the campaign, called "Date," depicts a couple at a restaurant. The the two people are looking away from each other. A race ticket appears on the screen which reads, "First Date: 7-1." The camera begins to pull back. A second ticket reads "Last Date: 3-1." It is revealed that the they are watching a horse race. A third ticket reads "Memorable Date: Guaranteed." The second spot in the campaign, called "Pupil," will be released on Monday. It shows a close up of a human pupil which is becoming dilated. Racing tickets appear which read, "Eye Drops: 6-1," "Total Eclipse: 3-1" and "Total Upset: Just Maybe." Two additional commercials will follow. The campaign also includes magazine, newspaper and radio executions, all of which will run through the summer.