The Jockey Club selects ICS for Grand National ad

Sports content and digital media specialist Independent Content Services (ICS) has played an integral role in The Jockey Club’s (TJC) prime-time television advert for this year’s Grand National.

ICS was asked to provide specially recorded audio snippets of horseracing commentary in 13 languages, including French, German, Urdu, Russian and Swedish, to be used as the backing track to the advert.

The advert, The World Is Watching, has been created by world-renowned advertising agency M&C SAATCHI and features scenes from the build-up to the Grand National, with the commentary laid over the top. They add depth to the narrative provided by Hollywood actor and genuine Liverpudlian Stephen Graham.

It is being broadcast on Granada TV in the UK as well as radio stations Capital Liverpool and Radio City Liverpool.

ICS Director Cheryl Westerman said: “We were thrilled to be asked to contribute to The Jockey Club’s Grand National advert. We have a global network of sports commentators who provide content in more than 65 languages, so we were the perfect fit.

“We are steeped in horse racing and passionately cover the sport internationally. The Grand National is the most famous and thrilling race on the planet so to be involved in this exciting project was a lot of fun.

“TJC chose us for our expertise in commentary and translation, and we are really pleased with how the advert has turned out. Make sure to keep an eye, and an ear, out for it in the build-up to the Grand National.”

Mike Sarath, Northwest Head of Marketing at The Jockey Club, said: “The campaign went live in January and we have had amazing feedback for it and most importantly it’s delivering strong sales too. The concept developed by M&C Saatchi and the commentary delivered by ICS truly captures the global reach of The Grand National – The World IS Watching. See You There.”

ICS is at the cutting edge of sportsbook content and offers bookmakers a raft of products including radio broadcasts, streamed football and horse racing commentary, video analysis plus news stories, features and previews.

If you are interested in our voiceover services, or anything else we can provide, please do not hesitate to contact us.