Let the 'Ascot You' shine through in a new campaign by Dark Horses

The Ascot You.

Ascot Racecourse has unveiled a new campaign building on last year’s ‘The Ascot You’ strategy, showing that everyone has an inner elegance - and the perfect place to let that shine through is Ascot Racecourse.

Developed in collaboration with Dark Horses and featuring shots by celebrated fashion photographer Carla Guler, ‘The Ascot You’ campaign invites audiences to embrace their creative, elegant, or glam selves at the world-renowned racecourse.

The campaign showcases a variety of characters embracing the Ascot version of themselves whilst going about their everyday lives, beautifully dressed for the elegance of an Ascot event. From strutting down to the local launderette as if it’s the catwalks of Milan, dressing to impress whilst working the allotment, or even adding a few rhinestones to a cowboy hat, the new out-of-home stills will be seen extensively on billboards, buses and taxis.

Captured by Carla Guler, whose work has graced the pages of prestigious publications such as Vogue, Harper’s Bazaar, and Vanity Fair, the campaign's lavish scenarios exude elegance and charm.

Last year’s humorous TV spot also returns and is augmented by some superb new static imagery. The promotion will be showcased across print, out-of-home, and online platforms leading up to the highly anticipated flagship event, Royal Ascot, taking place from Tuesday, June 18th to Saturday, June 22nd, 2024.

Steve Howell, executive creative director at Dark Horses, added: “We all have a side of us that wants to go full-on glitz and glam, and Ascot is the perfect place to unleash it. We wanted the outfits to be imbued with a sense of the personality wearing them, and we’ve begun to push the work towards more archetypal characters for a greater demonstration of what the ‘Ascot You’ can be.”