Canon "skijoring" by J Walter Thompson London

After introducing consumers to the obscure sport of calcio storico in 2014, Canon has released a new ad inviting us to look at the world of skijoring - a horse race where competitors are pulled behind on skis.

J Walter Thompson created the TV spot, which shows us the skijoring world champion Franco Moro as he trains in Argentina. It is wintery yet refreshingly devoid of any festive sentiment and the director, Marcus Söderlund, using only Canon equipment, does well to find angles that show the horse’s raw strength. The work, part of Canon’s "come and see" campaign, was created by Charlie Gee and Murray Allan. The production company was Academy.

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