Horse-racing has a reputation for being a sport enjoyed by only, well, old(er) men, right?
No doubt with this stereotype in mind, the Japan Racing Association has been trying to re-vamp its image since 2008 with a series of TV ads featuring popular and good-looking celebrities. Now it has also launched Keiba Cinema, a web 2.0 campaign that lets you try the racing and betting experience virtually.
Through the site you can watch and take part in the “Japan World Cup”. However, it’s not true to say that you will learn what makes up a typical day at the races. This is very tongue-in-cheek, with wildly incongruous animals (giraffe, zebra and more!) and some very unorthodox riding technique. The one I watched finished with a circus performer winning while standing on their steed. More Wacky Races than the Emperor’s Cup!
As if one expensive Flash site wasn’t enough, JRA has also recently launched “Love and Horse”, which lets you tweet just how much you adore equestrians. They’ve naturally enlisted plenty of comedians and celebrities, since apparently no advertising campaign in Japan is complete without at least a gaggle of TV personalities.
But do TV commercials with Yu Aoi and fun interactive websites actually make you want to go out and see a race?
[Via Kokoku Kagi.com]
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