TAB launches ‘Long May We Play’ brand platform in first work from M&C Saatchi

TAB has launched a new brand platform, ‘Long May We Play’, with its first campaign from M&C Saatchi which won the account in January.

One of the campaign’s ads features shots of people’s feet at the races, as a heel-clad woman eventually sinks into the grass – a common race-day problem faced by punters.

The campaign has creative executions for a range of sporting codes, but takes a focus on horse racing ahead of the Spring Carnival.

TAB said the campaign aims to highlight the role that sport plays in Australians’ lives, based on the idea that idea that punters’ experiences of sport or racing continue on long after the competition ends.

TAB’s executive general manager of marketing and customer, Luke Waldren, said: “‘Long May We Play’ recognises the huge role racing and sport play in the lives of Australians and their ability to bring us together. TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that be at the track or in one of our venues. This is an exciting new direction for TAB and we can’t wait to share this work and the exciting things we have planned through spring with the country.”

M&C Saatchi chief creative officer, Cam Blackley, said: “We’ve been working hand-in-glove with TAB to deliver a brand platform with real substance that is worthy of one of Australia’s most iconic brands.

“‘Long May We Play’ is truly about the spirit of Australians; the deep connection we have with Racing and Sport in all its iterations and the value that only TAB can bring, well beyond a bet. As much as it leans on heritage, we think this brand platform is a jumping-off point for category-defining progressive thinking.”

The print execution for TAB (Click to enlarge)

The campaign launched with OOH, digital and press assets. It will later be executed across radio, TV, social media and inside venues which will be adapted to the relevant sporting codes.


Luke Waldren (EGM Marketing & Customer)
Kent Madders (Head of Brand & Marketing)
Jonathon Rhydderch (Senior Marketing Manager – Brand)
Luke Feddema (Senior Marketing Manager – Sport)
Ben Willis (Senior Marketing Manager – Racing)
Martin McEnery (Marketing Manager – Product)
Natasha Urukalo (Marketing Manager – Retail)
Will Evans (Marketing Manager – Sport)
David Marsh (Marketing Manager – Sport)
Matt Silk (Marketing Manager – Racing)
Brendan McGruther (Marketing Manager – Racing)
John Vellis (General Manager Media & Sponsorships)

M&C Saatchi
Justin Graham – Chief Strategy Officer
Nick Jacobs – Senior Strategy Director
Cam Blackley – Chief Creative Officer
Guy Futcher – Creative Director
Chris Cheeseman – Head of Art
Michael Harris – Senior Copywriter
Neil Walshe – Senior Art Director
Roy Leibowitz – Senior Copywriter
Chris Wilson – Senior Art Director
Simone Cherry – Design Director
Russell Hopson – Group Managing Director
Jasmina Porter – Group Account Director
Will Woods – Senior Account Director
Joshua Johns – Senior Account Manager
Loren August – Head of Broadcast
Monique Pardavi – Senior TV Producer

Pool Collective
Production Company – Pool Collective
Ingvar Kenne – Director
Cameron Gray – Production Company Producer
Rohan Zerna (The Editors) – Editor

Daniel Clark – Business Director
Scott Crisp – Account Director


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