TAB Unveils Cinematic Piece As Latest Edition Of ‘Long May We Play’ Campaign

TAB Unveils Cinematic Piece As Latest Edition Of ‘Long May We Play’ Campaign

TAB launched the next edition of its ‘Long May We Play’ campaign on Saturday, celebrating the contribution of grassroots racing industry participants across Australia.

The cinematic commercial, shot in black and white, takes viewers inside the real life of participants from the three codes of racing during all hours of the day as they strive for success on the track.

A tribute from the TAB – which is racing’s biggest funder – to the tough and unrelenting work that goes into success on the track, the ad‘s tagline is ‘Beside you since the crack of dawn, 1961’ reflecting TAB’s proud racing heritage.

The new TVC underscores TAB’s approach with the Long May We Play campaign, which was to move beyond the standard wagering advertising approach, in which the exclusive focus on offers and products drowns out connections to racing, sport and community.

Tabcorp managing director – wagering and media Adam Rytenskild said TAB was proud of its longstanding relationship with Australian racing and its contribution to the Australian community.

“Long May We Play celebrates Australia’s racing and sports culture and the role it plays in bringing us together,” Rytenskild said.

“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.”

The ‘Long May We Play’ campaign launched in early September and is the first major campaign for TAB since M&C Saatchi’s appointment as its creative agency in January.

The new TVC was shot over five days in seven locations across three states. M&C Saatchi chief creative officer Cam Blackley said the team was incredibly proud of the new TVC.

“Unlike its competitors, TAB has always supported the grassroots of racing in Australia,’’ he said.

“We’re incredibly proud to produce work like this with no pretences; that celebrates the unsung heroes, hard work, early starts, heartbreak 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.”

The TAB Long May We Play campaign is one of the biggest brand re-positionings in recent wagering history and the largest change to the overall TAB brand.

The campaign began in September and runs through AFL and NRL finals reaching a peak through the spring season of racing. It spans TV, radio, print, digital, outdoor, social, as well as in-venue along with promotions tied to key sporting events.

The campaign is designed to reflect what TAB represents as a brand and our role in the community.

Campaign credits:


  • 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

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