LOS ANGELES-WongDoody has launched a campaign for Youbet.com, a horse racing and wagering Internet site.
In two TV ads from the agency’s West Hollywood, Calif., office, oddly named horses are the source of comical confusion. One shows an elderly couple preparing to embrace as an urn comes into view. A voice is heard yelling, “OK. Widow snatcher. Get going. Move.” Fearing an otherworldly presence, the man hightails it. Turns out a neighbor is cheering on a horse named “Widow Snatcher” in a live race on Youbet.com.
“These spots keep you guessing,” said principal and creative director Tracy Wong.
The TV spots-the Los Angeles company’s first-are airing in New York, Chicago and Miami.
The shop landed creative duties on the estimated $15 million account through its involvement in Ogilvy & Mather network The Syndicate [Adweek, Sept. 27].
Separately, the shop picked up ad duties for RioPort, a maker of software for downloading digital audio. Billings are estimated at $12 million.
The agency prevailed over two other California shops in a review. WongDoody will assist in corporate branding and ad strategies and handle critical aspects of integrated marketing. Its first task is to help rename the San Jose, Calif., client.
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