Horses in Ads: Longines ‘Equestrian Sport’ commercial

This commercial from Swiss watchmaker Longines aired during the Kentucky Derby and again during the Preakness–it gave me chillbumps then, and the next 47 times I watched it.

The commercial was shot at France’s Chantilly Racecourse, where the Prix de Diane Longines is staged. Here’s the long version, which is even more awesome than the one on television:

We’re glad to see the luxury watch brand stepping up their support of all tings equestrian. In January 2013, Longines formalized a 10-year partnership to become the Official Timekeeper and Official Watch of the FEI.

The partnership involves a number of major rights packages, including the FEI World Rider Rankings for Jumping, official timekeeper of the Furusiyya FEI Nations Cup™ from 2013 onwards and of the FEI World Equestrian Games™ in 2018 and 2022. Additionally, Longines will be title sponsor of the FEI World Endurance Championships in 2016 and 2020.

Longines will be the new title sponsor of the FEI World Cup™ Jumping when the 2013/2014 season starts in October of this year, and will also support an FEI television magazine program later this year.

HRH Princess Haya, FEI president, and Nayla Hayek, Chair of the Swatch Group Board of Directors, after the signature of the new agreement between FEI and Longines. Photo: Longines press release.

The company explains:

“Longines’ passion for equestrian sport dates back to 1878, when it produced a chronograph engraved with a jockey and his mount. Seen on the racetracks as early as 1881 and extremely popular among jockeys and horse-lovers, this model enabled its user to time performances to the seconds. It was already being used by most sport judges in New York in 1886. In addition, the brand was involved for the first time in the Concours Hippique International Officiel de Genève as timekeeper in 1926. Today Longines’ involvement in equestrian sports includes show jumping, flat racing and endurance competitions.”

Here’s an equally amazing Longines commercial, this time jumping-themed:

Go Longines.