Canon Uncovers the Bizarre, Beautiful Sport of 'Skijoring' in Winter Photography Ad

Spot via JWT London Continues 'Come and See' Photography Series

By Alexandra Jardine. Published on Nov 03, 2015

Editor's Pick

Canon's Come and See photography series continues with a winter-themed ad that introduces us to the sport of "Skijoring" -- skiing pulled by a horse.

Filmed in the mountains of Argentina, the ad features 55-year old Franco Moro, the Skijoring World Champion, as he skis behind the rider-less horse at 50km/h. Skijoring was a demonstration sport in the 1928 Winter Olympics, and nowadays races between five and 20 kilometers long are held in countries including the U.S., Canada, France and parts of Scandinavia.

The spot was created out of JWT London and directed by Marcus Soderlund at Academy. Like the others in the series such as Urban Deer and Gladiator Football, which were directed by Jonathan Glazer, it's about how photography can show us things we wouldn't normally witness. In this case, it's an unusual sport but JWT adds, in a statement, that it's also aimed at giving a different perspective on winter from the usual Christmas ads.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Nov 02, 2015
JWT London

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.