On Saturday, California Chrome will try to become the 12th horse to win the Triple Crown when he races in the Belmont Stakes. But to Breathe Right, his success isn't just about raw talent—it's about the nasal strips he's been wearing lately, which his owners swear by.
Though horses are not its target, Breathe Right is taking full advantage of the news. Parent company GlaxoSmithKline plans to distribute 50,000 Breathe Right nasal strips to fans at the Belmont. And Grey in New York quickly whipped up the commercial below, too.
The agency says the spot was written last Wednesday, awarded production on Thursday, cast Friday, pre-pro'ed Sunday, shot Monday, edited Tuesday and shipped on Wednesday. Showing the journey of a jockey who goes from congested to rested in the "Breathe Right Bedtime Stakes," the spot will air on NBC during the race on Saturday night.
Also note the jockey's name: Jimmy Heekin. Inside joke.
Client: GSK Consumer Healthcare
Agency: Grey, New York
Chief Creative Officer: Tor Myhren
Creative Directors: Lee St. James, Dave Cohen
Art Director: Lee St. James
Copywriters: Dave Cohen, Andy Bohjalian
Agency Producer: Lori Bullock
Production Company: Chelsea Pictures
Director: Robb Bindler
Director of Photography: Derek McKane
Editor: Crandall Miller, Whitehouse
Sound Design: Crandall Miller. Whitehouse
Senior Mixer: Dante De Sole, Vision Post
Principal Talent: Andrew Keenan-Bolger
Principal Voiceover Talent: Dave Johnson