A good bet for Loaf Creative
Loaf Creative has produced a very stylish new campaign for this year's Crabbie's Grand National, which takes place in early April.
Shot in a sweeping, cinematic style, the ad is built around the concept 'The Grandest Show, The Greatest Drama', with the focus on the large-scale Aintree meeting as a whole.
Around 600 million people worldwide watch the broadcast of the famous steeplechase, so the campaign needed to be epic: a sweeping score by Tony Anderson provides the backdrop to a series of dramatic close-up shots filmed by Guy Farrow.
The commercial was shot in three main locations. In Liverpool, the team used the iconic Royal Liver Building and a room in the Hope Street Hotel. They also filmed at Farrow's studio in Leeds and nearby fields, as well as at trainer Donald McCain's stables in Bankhouse, Cheshire - McCain also provided the horse and jockey.
Dave Mullen, creative director and co-founder of Loaf said: "In our opinion, The Crabbie's Grand National is the last great sporting event that the nation stops for."
The ad airs on ITV and Channel 4 ahead of the Aintree festival.
You can see the ad in full below.
Creative agency - Loaf Creative
Director - Dave Mullen
Music - Tony Anderson
Photography/filming - Guy Farrow
Stylist and Make-Up - Rebecca Lockwood
Narration - Christopher Timothy