ATG: Is This What Excitement Feels Like?


Media Type:

Film Film









Excitement is an emotion as well as a visceral feeling. It is a way in which we lose ourselves, which is the essence of the new spot for Swedish horse race betting company ATG. In it, we follow a woman who wakes up to find a horse in her house, before she is catapulted through a fantastic journey. Visionary Danish director Martin de Thurah and Swedish agency Åkestam Holst have teamed up to create a dream of a film produced by Bacon. Through magical realism, subtle sound design, and poetic images, the audience is taken on a breathtaking and almost cathartic journey through the excitement of betting on horses.


Advertising Agency:

Åkestam Holst, Stockholm, Sweden

Production Company:

Bacon Production


November, 2022

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