Brief: 

Cheltenham 2016 was different to previous years. One of its main stars Tony McCoy had retired. Bookmaker giant William Hill, however, still had him as their face of horse racing. Our task was to find a way to still include Tony, even though he was no longer in the saddle.

 

Solution:

We created a fast paced exciting TVC which allowed Tony to reflect on how this year would be different for him but still just as enjoyable. After all, he may no longer be in the saddle, but with William Hill, he’s still in the race.