Racing NSW aims to cure ‘Premature Geriatrification’ in new 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 over-development, 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.

Says Graeme Hinton, COO, Racing NSW: “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.”

Says Ben Clare, group creative director at Emotive: “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.

Adds Hinton: “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

Racing NSW aims to cure ‘Premature Geriatrification’ in new campaign via Emotive