Equestrianism

I just love the Rolex commercials and I think the marketing campaign has been one of the better ones. The commercials all contain snippets of the same song with traditional strings mixed with a modern backbeat (I hear this was specially made for Rolex and isn't based on any existing track) and show bits and pieces of various "prestigious" sports - tennis, golf, equestrianism, car sports... Place the different disciplines and athletes on a high enough podium and make them seem cool and then associate yourself with that. It never fails.

Anyway, I still would never wear or get myself a Rolex (*cough* yeah, like I'd even afford, but it's nice to play with ideas... :), but I think I actually should try equestrianism at some point...