Frankie Dettori subscriber voicemails
agency: Riot Entertainment
I was commissioned to write a series of mobile voicemail messages for Frankie Dettori, the hugely popular multiple Champion Jockey and winner of "The Magnificent Seven"—when he won all seven races on the card one day at Ascot, with cumulative odds of 25,051-1.
Is there anybody there...?
I was asked to create a series of jockey- and horseracing-related lines that Frankie Dettori might say, which would appeal to racing and Dettori fans generally. Downloadable voicemails for paying customers were a relative novelty at the time.
Although he's a naturally exuberant character, he isn't known for any catchphrases. Apart from winning a vast number of horse races, year after year, he was mainly famous for his leaping dismount after a victory.
The magnificent 10...?
The company asked for 10 examples to work from, hoping he'd be happy to go
with 4 or 5.
The service was aimed at a certain market: outgoing, laddish male and female racegoers and gamblers who identified with Dettori's success and popular persona.
And as it was Frankie Dettori himself reading the messages rather than an impersonator, I included a couple of self-deprecating examples (exploiting his strongly-accented speech) but gave Riot 20 entries to try him out with.
At the recoding session he liked all of them, so they recorded the lot.
(Browsable / downloadable PDF below...)