In a word: yes.
The phenomenon is best captured in a video clip that went viral on video editing site Vimeo, and has been seen by more than 70 million viewers. The horse can be found in the third-place finish, with his back to the camera, staring at a line of pacesmen. A short clip of the horse’s face is edited out and replaced with an expression on his face. The horse turns to face the viewers, his face turned towards you for the camera, and says something to the effect of: “This race isn’t over. I’m going to win,” in a high pitched voice that sounds like a cross between “the muppet that got on the elevator with the doll” and “that girl that danced around in the dance teacher’s classroom with the other girl who was always wearing pants and her panties hanging down to her knees and her long ponytail blowing in the wind.”
For those unfamiliar with the world of marketing, this is probably a pretty good advert. “The only way to win the race is… to win the race,” says the horse, in a strange voice that sounds at times like he’s going to have a meltdown.
To put it simply, the phrase in the video is, “Don’t be like the horses.” Sure, it can be argued that people are actually like the horses in a number of similar situations, but what’s more interesting, is that the phrase doesn’t necessarily mean the horses can’t learn, or that they’re “less than.” It has a negative connotation to it, which suggests that people can be like the horses, and that they need to control themselves and learn to control themselves in order to win.
Many people, myself included, tend to think that because they don’t know people better than the horses that they just have to accept them as they are. But this thinking is far removed from the reality of marketing – in a competitive environment where people are constantly battling for a point based on the experience of their competitors, a phrase from the horse could be a powerful way to encourage people to be responsible, self-aware and proactive in their marketing choices.
“As the horse-like person, what will you be able to improve?” the horse asks, presumably for the audience. With little, or no context, the horse then goes on to say the “best thing I can do” for the horse’s reputation, saying:
“First of all, we’ll be taking your name and
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