The horse your man could smell like.
If there's one thing the Preakness's advertising has done well, it's simultaneously piss people off while setting the frat pack a-flutter. It's a good zone to live in. The Maryland Jockey Club is like the PETA of horse racing when it comes to doing what it takes to get attention. And Elevation out of DC is more than happy to be its enabler.
This time, they summon Kegasus. Half horse, half horse's ass, he invites Preakness infield attendees to be legendary...preferably by drinking themselves into a coma beside a port-a-potty. Imagine if Wieden and Kennedy's Old Spice B-team got a crack at horse racing.
Just like with the "Get Your Preak On" campaign last year, the media elite thrusted their noses in the air at this one, as if the Preakness celebration were more than a few wide-brim spring hats on a small island of corporate tents in a sea of beer, boobies, and bros.
Pat Forde from ESPN nailed it: The Preakness and its host track, Pimlico Race Course, are about as classy as a neck tattoo.
The campaigns simply embrace what makes the infield "great". And last time we checked, the big-time attendance bumps year-over-year support it.
So get your Preak on, be legendary, be whatever.
But don't be an uptight asshole. It doesn't fit us, Baltimore.