As brand ambassador for Howden Insurance, Frankie Dettori was the face of the 2023 Royal Ascot partnership campaign. An original creative concept 'Now Frankie Can Relax' was selected, making reference to Frankie's last racing season in Europe before retirement. At the final artwork stage an alternative copyline was substituted. Another creative proposal 'Reins, Reigns, Rains', combined Royal Ascot, the coronation of King Charles, and the British obsession with the weather, using subtle humour.
With photographer Lee Mawdsley shooting, the chosen concept was implemented as a nationwide campaign with particular visibility across London, in both still and motion formats, before and during the event.