TAB is shining a light on Australia's greatest racing and sporting moments in the next iteration of the Long May We Play brand platform created by M&C Saatchi.
The 90-second television commercial, which it says is the "crowning moment" of its new platform, launched on the first day of the Melbourne Cup Carnival.
It pays tribute to some of the most memorable and iconic moments in Australian racing and sport.
From surfing titles to Steven Bradbury’s skating triumph and Makybe Diva’s Cup three-peat, these are moments that have brought Australia together to celebrate, whether that be at the track, in a stadium or at one of TAB’s 4,400-plus venues across the country.
Tabcorp executive general manager marketing, customer and product Luke Waldren says the spot salutes some of the "most epic" moments in sport and racing for the nation.
"It’s these moments that matter to TAB and we love nothing more than celebrating them with our customers, particularly at this time of year," Waldren says.
"It’s when millions of Australians will connect with TAB at the track, online, or in one of our venues and cheer home the winner of the race that stops the nation. This is category-breaking work and something we are excited to share.”
The campaign is part of the new Long May We Play brand platform which began rolling out in September.
M&C Saatchi chief creative officer Cam Blackley says the platform focuses on the "power of connection".
"With the latest work we wanted to bring fans those iconic Aussie moments from an angle they’ve never seen before and remind them about the power of racing and sport to bring us together," Blackley says.
Sixty, 30 and 15-second cut downs of the spot will also appear in the coming weeks.
According to reports, Tabcorp made $115 million on the Melbourne Cup last year and is expected turnover $1 billion this year across the eight key days of spring racing.
The horse racing industry has come under fire following a recent ABC investigation which revealed the mistreatment and slaughter of race horses.
Since then, the 2019 Caulfield Cup copped a 24% decline in betting with protestors gathering outside the Victorian racing event and Sydney's The Everest condemning the industry.
Credits
TAB
Luke Waldren - EGM Marketing, Customer & Product
Kent Madders - Head of Brand & Marketing
John Vellis - General Manager of Media & Sponsorship
Jonathon Rhydderch - Senior Marketing Manager, Brand
M&C Saatchi
Cam Blackley - Chief Creative Officer
Guy Futcher - Creative Director
Chris Cheeseman - Head of Art
Michael Harris - Senior Copywriter
Roy Leibowitz - Senior Copywriter
Neil Walshe - Senior Art Director
Chris Wilson - Senior Art Director
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
Karen Muxworthy - Senior TV Producer
OMD
Dan Clark - Business Director
Scott Crisp - Account Director
Bethany Sawyer - Account Manager
Mark Aloe - Account Executive
Production
Production Company: Revolver
Director: Bruce Hunt
MD/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Sarah Nichols
DOP: Simon Duggan
Editor: Joanna Scott
Colourist: Justin Bromley
Post Production - Fin Design + Effects
Editorial - ARC Edit
Music: Daniel McCormick
Audio House: Rumble Studios
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