It's Strictly Happy Trails for ESPN Horse Racing

BaylessCronin tempers the elitism of horse racing in its advertisng campaign for ESPN’s “Road to the World Thoroughbred Championship” series.

Print and television ads were developed by the Atlanta agency in a first-time collaboration with Conover Tuttle in Lynnfield, Mass. The latter represents the National Thoroughbred Racing Association and is handling media and public relations for the campaign.

BC partner and creative director Jerry Cronin cast ESPN SportsCenter’s Kenny Mayne in gentle parodies of 1940-50s’ singing cowboys Roy Rogers and Gene Autry.

In one 30-second spot, the 6-foot-2-inch Mayne, in jockey silks, sits astride an obvious prop pony, strumming cowboy tunes.