Entering racing season, Tabcorp and Racing NSW have each released new TVCs celebrating the industry and offering light-hearted advice on not turning into your parent.
In September Tabcorp launched a major new campaign that aimed to move beyond the noise of wagering advertising, and instead enhance and highlight its connections to racing, sport and community.
The new ‘Long May We Play’ ad (below) released last weekend is a compelling, cinematic commercial that looks at contributions made across Australia by grassroots people in the racing industry. Filming took place over five days, at seven locations across three states.
The subtle message is framed with the tagline “Beside you since the crack of dawn, 1961”.
“We’re entering the biggest time of year for racing and we’d like to celebrate the thousands of participants across the country who help make the Australian racing industry one of the best in the world,” explains Adam Rytenskild, Tabcorp MD – wagering and media.
Independently but furthering the seasonal relevance, Racing NSW has begun a bold campaign around its The TAB Everest, reinforcing its appeal as a race for the next generation.
The cheeky TVC (below) centres on the idea that people at some point begin acting out the mature-life habits of their parents, such as spending weekends on DIY, criticism of young people and penning letters to council.
It’s suggested The Everest can halt or even temporarily reverse this “Premature Geriatrification” with a good dose of high adrenalin.
“12 horses, 1200 metres, and $14 million to be won or lost in a little over a minute,” offers Racing NSW COO Graeme Hinton.
“No other sporting spectacle can deliver the same injection of exuberance and excitement such as The TAB Everest – the world’s richest race on turf.”