CAMPAIGN TOUTS EXCITEMENT OF HORSE RACING
By Adnews Staff
Ranscombe & Co. of Toronto is trying to get people off to the races. The agency launched a TV campaign in the Toronto area last week for the Ontario Jockey Club. The ads promote the horse races at the Woodbine Race Track in Toronto, contrasting the excitement of horse racing with fishing, golfing, bird watching and bowling. In the bowling spot, the camera is locked on the bowling pins as you hear a ball roll slowly toward them. Instead of hitting the pins, the ball rolls weakly by in the gutter. The announcer then says, "The exciting world of bowling. Wouldn't you rather be at a horse race?" The ad then cuts to fast-paced racing footage. Different edits highlight either thoroughbred or harness racing, modified to call attention to upcoming events. The ads will be supported by radio, newspaper and outdoor ads throughout the summer.