Racing NSW Aims To Cure ‘Premature Geriatrification’ In Amusing Campaign Via Emotive

Racing NSW Aims To Cure ‘Premature Geriatrification’ In Amusing Campaign Via Emotive
SHARE
THIS



Are you turning into your parents? It’s an age-old problem that Racing NSW looks to solve in a bold new campaign for The TAB Everest, developed by creative agency Emotive.

Inspired by alarming research that indicates ‘32’ as the age at which people begin turning into a younger version of their own mother or father, the campaign warns of a condition sweeping the nation, coined ‘Premature Geriatrification’.

It’s a term used to describe the slippery slope into peak adulthood, in which symptoms include: weekends spent on DIY projects, getting excited by storage space, and a general criticism directed at overdevelopment, skimpy outfits, and noisy venues.

Intent on luring the next generation of racegoers to the track, the campaign asserts that a day at The TAB Everest can halt – or even temporarily reverse – the effects of those suffering from Premature Geriatrification whilst cheekily reinforcing the fact that this is the younger generations race.

Racing NSW COO Graeme Hinton said: “12 horses, 1200 metres, and $14 million to be won or lost in a little over a minute. 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.”

Emotive group creative director Ben Clare said: “Premature Geriatrification is one of those things that just creeps up on you. It starts with a harmless interest in lawn care, next thing you know you’re writing letters to the council.

“Thankfully, the TAB Everest ushers in a bold and exciting new era of racing for the next generation and can hopefully ward off the effects of this shocking epidemic.”

The campaign consists of a hero video and 30” TVC, running nationally across TV & digital channels.

Hinton added: “In its first two years, The TAB Everest has quickly become the race of the younger generation. With so much competition for the gambling, entertainment and leisure dollar, this campaign leans into a simple truth – no one wants to turn into their parents. In doing so, it becomes a lighthearted way of reminding the audience to get their fun back on track.”

Credits

Client: Racing NSW

Creative and Production: Emotive

CEO: Simon Joyce

Chief Strategy Officer: Tyler Wilson

Business Director: Sarah Clifton

Group Creative Director: Ben Clare

Creative Director: Michael Dawson

Director: Josh Logue

Executive Producer: Hayley-Ritz Pelling

Senior Producer: Michael Hollis

Production Coordinator: Aimee Stewart

DOP: Evan Papageorgiou

Art Director/ Wardrobe Stylist: Suzanne King

Editor: Corey Farrell

Colourist: John Agapitos

Sound Design: Rumble Studios

Please login with linkedin to comment

Emotive racing nsw

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]