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

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

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.”


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

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