Keeneland stands alone as the only organization to combine world-class racing with world-renowned sales. Driven by a mission to improve the industry, Keeneland and the Thoroughbred world are inextricably tied together. So when it came time to make their first national television spot, we needed to capitalize on that unique position.

We created an anthem to the Thoroughbred industry, a piece that would create a sense of pride in everyone—from grooms to groundskeepers to jockeys, trainers and owners—who devotes their lives to the difficult, often-unglamorous work that makes every race possible.

The spot, narrated by legendary Keeneland executive Ted Bassett, forged a genuine connection with audiences, standing out among the clutter of other commercials and solidifying Keeneland’s place as a leader within the industry.