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Hank The Clydesdale


Hank The Clydesdale
(Budweiser Super Bowl Ad 2008)

The above Budweiser Ad for the 2008 US Super Bowl features Hank The Clydesdale as an equine-underdog who fights his way to the top through determination, hard work and perseverance… as well as the belief and dedication of his Dalmation trainer.

So what is it about Hank the Clydesdale, and all of the preceding Clydesdale commercials (which we will be featuring on the blog over the next few weeks), that put them at the top of the pack? And, what lessons can you apply to your own marketing, whatever the size of your budget?

Newt Barret writes for Content Marketing Today that there are 5 marketing lessons to be learned from this Hank The Clydesdale Super Bowl Ad :

The ad tells a compelling story that we can easily follow from beginning to end. It’s the story of an underdog–or under-horse–Hank, the Clydesdale, who barely misses making the team of Clydesdales who will be pulling the Budweiser wagon. The commercial is set against the theme from Rocky as Hank works for an entire year to do whatever it takes to make the team. Sure enough, just like Rocky, he’s a winner in the end. We all love those kind of success stories.

The ad is highly visual with a series of images that flow logically from start to finish. In fact, the images are so good that there is virtually no dialogue through the entire commercial. The only words spoken are: “Maybe next year Hank” at the very beginning and “Welcome aboard, Hank, ” when our equine hero finally makes the team.

Hank’s story is full of memorable moments that build on one another to create an indelible impression. I’m guessing that you would be able to tell this story in detail a year from now. One such moment is Hank and his Dalmatian buddy high-fiving it after Hank makes the team. On the other hand, in the next 12 months, you probably will have forgotten most of the other Super Bowl ads, including those from Budweiser.

Hank’s story is the classic tale of the underdog who manages to achieve victory through hard work and dedication. It’s essentially the animal version of the American dream. If you work hard enough and long enough, you can accomplish almost anything. Even if there’s an element of myth to it, we all cherish the ideal. That’s why we love celebrating Hank’s triumph.

Lovable four-legged characters, Hank and his unnamed Dalmatian pal dominate the story. They make us care about the outcome, knowing in our hearts that Hank is going to make the team. We care about them. We care about their struggle. We care about their success. And, in the end, we also care about Anheuser-Busch and Budweiser beer.

You don’t necessarily need a big budget to tell a great story that your customers will remember.

SOLSKJAER : Named for IMMORTALITY

SOLSKJAER
“…WITH THE TALENT TO MATCH IT.”

It’s always gratifying to know the judges like your horse.

In Solskjaer’s case, there’s no doubt that Coolmore are as good as judges get. He was remarkable as a juvenile, they named him for immortality. The best trainer in Europe then proclaimed him “an amazing horse; we thought he was a superstar..”.

So when the judges labelled his yearlings recently, it was no more than the fulfilment of a prophecy. We shouldn’t be surprised though. He’s a son of Danehill, rated in the top half percent of racehorses world-wide.

ALL HE’S DOING, IS WHAT MOST GOOD DANEHILLS DO.

View the Summerhill Draft
Emperors Palace National Yearling Sales

3-6 April 2009

MALHUB : The Smouldering Gun

MALHUB
“KEEP YOUR HEADS DOWN”

Let’s face it, we expected more from Malhub’s first crop. After all, he was the star son of the stallion of the moment, and Timeform rated him better than his own illustrious father.

But never mind, we’ve been there before. Those with memories, will recall that Northern Guest got off to an even slower start, but once they got going, he was unassailable.

The rumblings in January about Malhub’s second crop, are quietly developing into a roar. By mid year, he might well have joined his old foes, Johannesburg and Invincible Spirit, as a sire of note.

You’d have expected it of him though, wouldn’t you? He’s a son of Kingmambo, and with a record of first or second in four Group Ones, never beaten more than half a length, you’d be looking for an “explosion”.

View the Summerhill Draft
Emperors Palace National Yearling Sales

3-6 April 2009

No need to go via Kentucky to get to JOHANNESBURG

JOHANNESBURG
“POP IN AT BLOCK A”

The Golden City of the world is Johannesburg. The Golden Boy among world-class juveniles of his year, was also Johannesburg. Supreme in Europe in five unblemished starts, Johannesburg gave the Americans a galloping lesson at the Breeders Cup.

Naturally, expectations were high when he went to stud. Johannesburg has not let them down.

With eight Graded Stakes winners on both sides of the Atlantic in the past twelve months, he ranks with the best young stallions in the world.

Meeting expectations, delivering the goods. That’s the Johannesburg we’ve all come to know, the Golden Boy on his new stage.

P.S. Pop in at Block A: we’ll save you travelling half way around the world. And we’ll show you a few other imported gems. Royal Academy, Oasis Dream, Haafhd.

View the Summerhill Draft
Emperors Palace National Yearling Sales

3-6 April 2009

MUHTAFAL : The General Has Spoken

MUHTAFAL
“WHEN THE GENERAL SPEAKS, THE TROOPS STAND TO ATTENTION”

We’ve always said, if we were going to war, Muhtafal would be our man, and no statement could be more emphatic than his leadership, once again, of this season’s Stakes winners log.

As dependable a “getter” of Black type runners as any stallion in the nation, Muhtafal’s enduring occupation of the top echelons of our sires’ ranks, is a tribute to a horse who’s only just getting the opportunities he deserves.

Bottom line: Get in before they get out of reach.

 

LEADING SIRES BY STAKES WINNERS 2009

MUHTAFAL 4*
NATIONAL EMBLEM 4*
WESTERN WINTER 4
STRIKE SMARTLY 4
JET MASTER 3
AL MUFTI 3
JALLAD 3

Figures : Sporting Post 22 March 2009
* Made it at Summerhill


View the Summerhill Draft
Emperors Palace National Yearling Sales

3-6 April 2009

The Toyota of South African Racing

“Everything keeps going right…”

This year marks the 30th anniversary of our involvement in the breeding business. In all that time, the need to provide the best bang for a man’s buck, has never been greater.

 

It’s a matter of pride to us that we’ve developed a reputation for the production of stock with the attributes South Africans admire most: excellent quality, unparalleled dependability, and outstanding value.

 

In a manner of speaking, you’d be forgiven for labeling the Summerhill racehorse the Toyota of South African racing. At the end of the day, they’re the only horses to have delivered up four consecutive Breeders Championships in the past thirty years. And champions are what this game’s about.

 

As they used to say in the classics, (and occasionally in that famous jingle), for us, everything keeps going right .

 

View the Summerhill Draft
Emperors Palace National Yearling Sales

3-6 April 2009

THE NATIONAL YEARLING SALES: A few pointers

street cryStreet Cry
(Dubai Racing Club)

In bringing to a close yesterday’s blog, we proclaimed an historic event in the commencement of the foundations for the new Al Maktoum School Of Excellence. While today is of routine significance, it nonetheless marks the beginning of another chapter of importance in the lives of a new generation of horses. The 30-odd lots selected for the Emperors Palace National Yearling Sales was brought in today for the commencement of their education, and we guess this lot face one of the great acid tests of all time when its economic prospects are bound to be tested in an international climate which has red lights flashing for the luxury goods sector.

Their location for the next ten weeks will be the Final Call Yearling Preparation yard, named after Gaynor Rupert’s great foundation mare, and reclad in its stone finish in commeration of the 80th birthday of Erica Bennet Goss, two Novembers ago.

No doubt, whatever the financial limitations of the credit squeeze, the Final Call yard will witness the visit of many an aspirant horseman between now and the departure of this lot for Germiston in the closing weeks of March.

Among the early entries is a daughter of America’s hottest young stallion, Street Cry, now boasting an incredible nine Grade One winners from his first three North American crops. Eight of these are from his first two crops, while his third crop has already yielded another as a juvenile in 2008. Down Under, where Street Cry got off to a rather belated start by their standards, he now has two Grade One performers from his first classic crop, including what is arguably the best three-year-old in Australia at the moment, Caulfield Guineas (Gr.1) hero, Whobegotyou.

This fellow’s another example of why there’s occasional folly in over-emphasizing the value of pedigree alone in your yearling selections (or for that matter, in your broodmare acquisitions). It’s the composition of these things, and their combination with the physicals and athleticism of the animal that counts, and the fact that Whobegotyou was offered at as modest a reserve as $25000 as a yearling (which he failed to reach, and he was subsequently sold for $17500) is testimony to this belief. There was hardly a Black type horse in sight in his female line, besides his Listed placed first dam.

The Summerhill draft is sure to be the subject of some intrigue, if only for the fact that it includes the only daughter of Street Cry on offer in South Africa this year.

Watch Whobegotyou winning the 2008 Caulfied Guineas.

The Power of the Positive

positive

It’s been a helluva year for Summerhill. New records at the races, new benchmarks for the trade, and a brand new Breeder’s Championship, for the fourth consecutive year. You’d think we’d be quite pleased with ourselves, and we’d be kidding if we didn’t admit to feeling a bit lucky.

Yet this is the time to give credit where credit is due. As a business, we‘re more dependent on people than most. Mainly because we started with nothing, and without relationships, we’d have ended with nothing. We owe everything to the people around us. Our customers, those that keep their horses with us, and those that support our sales. Our suppliers, our advisers, our bankers. Our trainers, our jockeys, our agents. Those that promote our sport in the media, and the fellows that lay on the show. The fans in the stands, and the punters at the rail. To our colleagues, the breeders, who kept us at our game, and played it the way it should be. Thank you. We re proud to call you our friends.


And then finally, to our own team, and the horses they’ve raised. You’ve set new standards in the way things are done. Encore for your dedication, your integrity and your decency, and as much as anything, your ingenuity. You’re the reason we get up in the mornings.

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SOUTH AFRICA : Unshakeable, Untameable, Unbeatable

south_africa

“Click image above to view full screen”

As the Emperors Palace Ready To Run Sale approached, we repeatedly spoke of our unshakeable belief in the courage and foresight of our fellow South Africans.

There were many who might’ve felt we were overly optimistic. But overcoming adversity is not new to our countrymen. We’ve had to deal with major crises in the past, and we know what it takes.

While the outcome of the Sale exceeded our expectations, it was just another great case of South Africa at work. People looking forward, knowing that next year is next year, that there’ll still be Julys, Mets and Summer Cups to be won.

People with vision, with guts and a love of our game. Like few others anywhere.

Racing people appreciating good horses, fine horsemanship and relishing the challenge. For the lion’s share of the spoils at next year’s “Emperors Cup”. For a million and a half.

So from the Number One Farm in South Africa to the Number One Nation on Earth, Thank You.

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RACING SOUTH AFRICA Newmarket Raceday

racing south africa

On Saturday 20 September, the Natwest Rowley Mile Racecourse in Newmarket is the venue for Racing South Africa’s 2008 promotion of the South African horseracing industry to the hugely knowledgeable racing public in the United Kingdom.

Thanks to the recent exploits of South African racehorses around the world, informed bloodstock investors like Andreas Jacobs, Sabine Plattner, Fieldspring Racing, Gainsborough and Shadwell Studs and more recently Sheikh Mohammed Bin Khalifa Al Maktoum and Dr Jim Hay amongst many others, have made South Africa one of their first choice horseracing destinations!

In fact, it is estimated that 25% of all horses in training in Cape Town are paid for by UK-based owners, not surprising when one considers that the entry level is nearly one fifth of the cost in the UK!

Whereas in the past Barbados was the winter haven for many European racing personalities, South Africa, and in particular the Cape, has taken over this mantle. Therefore, the Racing South Africa promotion aims to grow foreign participation by providing relevant information about our industry and to highlight Sales and Racing events in the forthcoming months and next year.

The last South African promotion at the famous Rowley Mile racecourse was in October 2006 when Racing South Africa sponsored the Houghton Stakes. This time round, Racing South Africa has secured the sponsorship rights to all races on the seven-race card. The aim is also to create a special South African theme day which potentially could become a standing feature of the UK’s racing programme.

This year Racing South Africa has been fortunate to attract a number of prominent co-sponsors including Investec Bank, Phumelela Gold Enterprises, Thoroughbred Breeders Association of South Africa, Racing Association, Mary Slack, Mike de Kock International Racing and Kenilworth Quarantine Station.

In recognition of the exceptional international achievements of Mike de Kock and his team, Racing South Africa is honoured to name the first race of the day after Mike’s International Racing Stables. The full race programme, televised by Racing UK and Tellytrack, is as follows (UK times):

The Western Province Owners & Trainers Association, whose original brainchild this initiative was, has continued to support the event and via Chairman, Rodney Dunn, Lita Futeran, Bruno Mercurio and Hymen Maisel will be on hand to promote racing in the Western Cape.

As a special feature of the day, the legendary race caller, Sir Peter O’Sullevan has agreed to lend his name to the Racing Association’s sponsored race and will be on hand for the handing over of mementos to winning connections. RA CEO, Clyde Basel is expected to call a race on the day. Naturally, he is hoping to avoid a 30-runner field!

As usual, South African wines will be on display in the Member’s Lawn Enclosure thanks to the generous donations of Graham Beck Wines, L’Ormarins, Avontuur, La Brie and Arabella Wine Estates. To add value, Wines of South Africa, the marketing arm of the wine industry has sponsored a wine tasting and renowned wine-maker, Pieter de Waal, will fly in to oversee the tasting.

To add further South African flavour to the day, negotiations are in hand to introduce typical South African cuisine to the menus and the SA Consulate will be present to perform official duties.

The Racing South Africa sponsored day is for the benefit of the South African horseracing industry. As such, we welcome participation by those that wish to promote the industry. For further enquiries, please contact:

Peter Gibson
CEO
RACING SOUTH AFRICA
www.racingsouthafrica.co.za

Email: horsetradesa@mweb.co.za
Mob: +27 83 406 4881

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Golden Horse Casino Sprint

Get Adobe Flash player
(Golden Horse Casino)

Summerhill Stud is well represented in this Saturday’s racing bonanza at Scottsville Racecourse. There are no less than 9 Summerhill-sired runners entered in the four Group 1 races.

RACE 5 - Gr1 ALLAN ROBERTSON FILLIES CHAMPIONSHIP 1200m - 1.30pm
3 GOAT (LABEEB x HELLO DOLLY)
6 KESHA (BRAASHEE x BABY BATTLE)

RACE 6 - Gr1 GOLD REEF RESORTS MEDALLION 1200m - 2.05pm
10 THEKKADY (NATIONAL EMBLEM x VERVE CLIQUOT)

RACE 7 - Gr1 SOUTH AFRICAN FILLIES SPRINT 1200m - 2.45pm
5 HOT RECEPTION (MUHTAFAL x TRIPLE TEMPO)

RACE 8 - Gr1 GOLDEN HORSE CASINO SPRINT 1200m - 3.25pm
4 REBEL KING (NATIONAL EMBLEM x COUSIN LINDA)
9 FAIR BRUTUS (MUHTAFAL x NATIONAL GYPSY)
11 RELINYANE (MUHTAFAL x LE TOUESSROK)
13 THUNDER KEY (MUHTAFAL x SPECIAL KEY)
17 PEGASUS EMBLEM (NATIONAL EMBLEM x ABOVE THE WAVES)

If you are not going racing, be sure to catch all the action on Tellytrack, DSTV channel 232. 

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MUHTAFAL : It gets even hotter...

 

We’ve come to the end of an amazing fortnight for Summerhill, with our runners posting exceptional performances in the KZN Guineas, the East Cape Guineas, the Gomma Gomma Challenge, the Strelitzia Stakes, the Pointsetta Stakes and the Drill Hall Stakes.

Remember these names; Imbongi, Bold Ellinore, Paris Perfect, Thekkady, Catmandu, Imbongi (again) and on Sunday’s card at Scottsville, Hot Reception.

We didn’t think it could get much better after Friday evening’s epic in the Drill Hall at Greyville, but this game has a knack of rolling for you when it does, and it seems every dice we throw right now turns up “six”. In the Poinsetta Stakes (Gr.3,) Muhtafal’s daughter, Hot Reception, part-owned by the farm with Rupert Plersch, Rodney Zeeman, Roger Thorpe looked like an unlikely winner in the face of the stiffest opposition she’d met so far. The field included last year’s Champion Two Year Old, Rat Burana, last year’s filly winner of the S.A. Fillies Sprint (Gr.1), Ethereal Lady, and the multiple Grade One winner, Soft Landing, and the task was made all the more difficult by the fact that the race was run over the course and distance of the S.A. Fillies Sprint (Gr.1), on precisely the same level-weight terms. This meant that Hot Reception had to stretch herself further than what has thus far been considered her optimum trip, and at a considerable disadvantage in handicapping parlance to these three Grade One winners. However she hopped out in great style, relaxed on the lead, and as Brandon Lerena was heard to say in the post-race interview “it’s always difficult to catch a horse with a relaxed lead in these circumstances”.

Her trainer, Herman Brown Jnr, is currently in Singapore, so we’ve not spoken to him yet, but no doubt he has the Grade One S.A.Fillies Sprint in mind for Hot Reception now, and considering that her principal adversaries are likely to number the three just mentioned again, she must be in with an outstanding chance.

This was Muhtafal’s fifth Graded Stakes winner of the season, and Hot Reception was chalking up his 8th Stakes win of the year.

Before we depart the “Muhtafal” scene, its worth noting that, while Hot Reception’s victory was registered over 1200 metres, yet another Muhtafal was doing battle over 2400 metres in the East Cape Derby (Gr.3) as the odds-on choice, and while he didn’t quite get home over the distance, Paris Perfect was gallant in second place, underscoring again that Muhtafal is capable of getting runners beyond 2000 metres every now and then. Veiled Essence counts Gold Circle Oaks among her victories, and he’s had other Oaks-placed fillies in his time. Now he’s had a colt to tell us that 2400m is almost attainable.

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