New California Horse Racing Spots Suggest Things Don't Stay in Vegas

For the first time, the California thoroughbred racing industry has joined forces to launch a statewide TV campaign promoting the sport and on-track attendance.
Aimed at young men who often weekend in Las Vegas, the spots take a poke at the allure of Sin City. "A day at the races is a good time and a lot closer than Vegas," said Shannon McDonald, industry spokesperson. "It's even safer," she said, referring to the over-the-top storylines of the commercials created by Santa Monica-based ad agency RPA.

"Convention", according to RPA creative director Pat Mendelson, is "the most subtle. It portrays a little interoffice intrigue, the aftermath of a company convention in Vegas gone wrong."

Co-directed by Erich Joiner and Bob Richardson from the production company Tool, all three commercials end with the protagonists and friends living it up at the track over a tagline, "You're this close to winning."

The campaign kicks off in late April, tied to the simultaneous spring meet openings at Hollywood Park in Southern California and Golden Gate Fields in the Bay Area, and will be used by other California tracks as they open later in the year. Alan Landsburg, chairman of the Thoroughbred Owners of California, is optimistic about the effort. He foresees the first TV flight "as a jump start for new branding of our racing promotions."