Does it have a big idea? Well, no. It’s an executional campaign but it certainly packs a punch. It’s 20(SOMETHING)’S campaign for Royal Ascot 2025, produced by Ground Control. The hero commercial, a heady visual feast of ultra slow and ultra-fast motion, is aimed at attracting younger (16-34 years)0p general audiences and sells them on the glamour and elegance of the event – with an extra kick. It invites them quite clearly to bring their individuality and verve. If the Ascot still has a touch of unwelcome stuffiness (pomp and preciousness) about it for these audiences, the campaign sweeps it away.
The campaign continues to bring the event’s fashion credentials to the fore, following last year’s The Ascot You and the Royal Ascot lookbooks. The fashion in the commercial was styled by British fashion designer, Daniel Fletcher.
The Jump Season Lookbook 2024/25 was launched just a month ago, styled by Alice Hare.
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The 2024 Lookbook released in March was curated under the artistic direction of Daniel Fletcher.
Credits
Client: Ascot Racecourse
Client Team: Tom Johnson, Lucinda Farley, Alexandra Bertram
Agency: 20(Something)
ECD & Director: William Thacker
Business Director: Anisha Obeng
Senior Account Manager: Amy Greasby
Designers: Phoebe Leadbeater, Casey Highfield, Rory Stiff
Production Company: Ground Control
Executive Producer: Michael Stanish
Producer: Alexander Quennell
Director of Photography: Federico Alfonzo
Photographer: Dirk Rees
Stylist: Daniel Fletcher
Sound & Music: 80sound
Grade: Jack Simpson @ JAMVFX
