TAB pays homage to its grassroots horse racing in continuation of ‘Long May We Play’ platform
TAB has continued its new ‘Long May We Play’ brand platform, with a TVC that pays tribute to the brand’s legacy with racing that dates back to 1961.
The black and white campaign film gives viewers an inside look into the world of all three racing codes, and the participants of grassroots racing that contribute to them.
The film was shot in seven different locations across three states in Australia. It is set to a poem that describes the small moments and hard work that goes behind horse racing.
The full poem can be read here:
Behind the winner’s post, before the gates, barriers and boxes. Long before the lights go on, flashing their warnings of the rush to come. Before the crash back and quickened pulses.
Before the dawn. Before the steam from nostrils framed by darkness. Before the colt that will and the one after one that won’t… but not for lack of sweaty investment. Behind the tears, head shakes and signs of hope. We might have one here.
Behind the sand, the shovels, fence palings and rose gilt railings, 6 metres out today. Before the trumpet sounds. The parade rounds. Before trophies are engraved. Before fresh turf is laid.
Behind the cups and the plates. The marquees and the turnstile gates. Behind the attendants, the ticket booths, changing rooms, changing sheds, and grandstands, it stands to reason…
…that we take this moment to say…
Long may we play.
The TVC also introduces the tag line ‘Beside you since the crack of dawn, 1961’.
This latest campaign from TAB aims to reposition the brand to focus on its contributions to the community, as opposed to the traditional wagering techniques of betting ads.
The campaign was created by M&C Saatchi, which was appointed to TAB’s creative account in January.
Tabcorp managing director of wagering and media, Adam Rytenskild, said in a statement: “Long May We Play celebrates Australia’s racing and sports culture and the role it plays in bringing us together.
“The latest TVC features participants who do the hard yards for the industry they love. We wanted to recognise their efforts and celebrate their unsung achievements.
“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.”
M&C Saatchi chief creative officer, Cam Blackley said: “Unlike its competitors, TAB has always supported the grass roots of racing in Australia.
“We’re incredibly proud to produce work like this with no pretences; that celebrates the unsung heroes, hard work, early starts, heart break and hope which is the reality of the Australian racing industry.
“These are real people, unadorned, doing what they love brought to you by the brand that has been a true partner for over 50 years.”
This instalment of the campaign will span TV, radio, print, digital, outdoor, social, as well as advertising in-venue.
TAB’s other recent campaign by M&C Saatchi encouraged ‘bum taps’ on the footy field to raise awareness and money for prostate cancer.
Credits
TAB
Luke Waldren – EGM Marketing & Customer
Kent Madders – Head of Brand & Marketing
Ben Willis – Senior Marketing Manager, Racing
Matthew Silk – Marketing Manager, Racing
Jessica Moodie – Marketing Coordinator Racing
M&C Saatchi
Cam Blackley – Chief Creative Officer
Guy Futcher – Creative Director
Cam Blackley – Writer
Justin Graham – Chief Strategy Officer
Nick Jacobs – Senior Strategy Director
Russell Hopson – Group Managing Director
Jasmina Porter – Group Account Director
Will Woods – Senior Account Director
Carolyn Starkey – Senior TV Producer
Production 13&Co
Patrick Filleti – Director
Charity Downing – Executive Producer
Warren Zulu Keuning – Producer
What a load of self indulgent, fogettable, tosh. This is “the brand campaign” every rubbish agency tries so hard to sell, and a disappointing summary of the industry’s woes. I’ll wager a year’s salary that at best this will be forgotten in minutes and at worst; make a pernicious brand and category even more predatory.
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Yep, and the fact Ladbrokes seemed to have the same brief but launched a month earlier makes this one even worse.
TAB need to look back at their old Magic Moments archive to see the last time they produced a great brand TVC.
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