© Le Trot / Robert Dutrot

Advertising campaign for Cheval Français

Cheval Français opts for humour in its latest advertising campaign. Robert Dutrot embodies the ultimate driver, i.e. the owner, breeder, trainer, chauffeur, stable-lad, jockey and driver. Similarly, the horse is called Tocard du Val des Bois ["Wood Vale Sure-Loser"]. This proves an intelligent way to play on the image of the cultural universe of the trot in stark opposition to the flaunted and pretentious standing of the gallop. A light nose-thumbing in this competition of values ​​between the two worlds of racing.