TAB celebrates moments that bring us together in latest ‘Long May We Play’ TV spot via M&C Saatchi
From Bob Hawke’s legendary advice for Aussie bosses after Australia took home the 1983 America’s Cup, to Michelle Payne, the first female jockey to win the Melbourne Cup or the miracle Queensland State of Origin team try in 1994, TAB, alongside M&C Saatchi, is shining a light on our nation’s greatest racing and sporting moments.
Launching on the first day of the Melbourne Cup Carnival, the 90-second television commercial 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 us together to celebrate, whether that be at the track, in a stadium or at one of TAB’s 4,400+ venues across the country.
Says Luke Waldren, executive general manager marketing, customer and product, Tabcorp: “TAB understands the role racing and sport play in Australian life, and long may it continue. In this spot, we salute some of the most epic moments that have transcended time and culture in our country. 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. 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.”
Says Cam Blackley, chief creative officer, M&C Saatchi: “Long May We Play is really about the power of connection, be it a small fan insight or a moment of Australian sporting folklore that becomes part of our identity. 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.”
The commercial is the crowning moment of the ‘Long May We Play’ brand platform which began rolling out in September. Sixty, 30 and 15-second cut downs of the spot will also appear in the coming weeks.
Client: TAB
EGM Marketing, Customer & Product: Luke Waldren
Head of Brand & Marketing: Kent Madders
General Manager of Media & Sponsorship: John Vellis
Senior Marketing Manager, Brand: Jonathon Rhydderch
Creative Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Guy Futcher
Head of Art: Chris Cheeseman
Senior Copywriter: Michael Harris
Senior Copywriter: Roy Leibowitz
Senior Art Director: Neil Walshe
Senior Art Director: Chris Wilson
Chief Strategy Officer: Justin Graham
Senior Strategy Director: Nick Jacobs
Group Managing Director: Russell Hopson
Group Account Director: Jasmina Porter
Senior Account Director: Will Woods
Senior TV Producer: Karen Muxworthy
Media Agency: OMD
Business Director: Dan Clark
Account Director: Scott Crisp
Account Manager: Bethany Sawyer
Account Executive: Mark Aloe
Production Company: Revolver/Will O’Rourke
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
28 Comments
Nice ad but gambling is a leech on society and Epstein didn’t kill himself.
This is a well-done ad.
But yes to this ad. Very nicely made.
Decent ads, well crafted.
Beautiful art direction.
…. on all fronts. An unfortunate waste of money.
Such a worthy approach for a filthy business. Be funny and irreverent like all the gamblers. Sportsbet have got this covered.
Will stand out and definitely appeal to punters.
…yeah that’s the nature of history. Whatever you do, don’t watch Titanic. Spoiler alert: it sinks.
Something tells me you might not be the target market.
“All about human connection”. Really? There’s no sense of that here. It’s literally distanced from the action and leaves you cold when you should be excited.
…for pouring the biggest pile of cash into post production for the smallest result goes to M&C Saatchi and TAB for this gold leafed turd.
This is great. Enough hate. It’s a good ad and your opinions – wankers – don’t matter.
The marketing director would be loving this. As will the punters.
And refreshing to own ‘sport’ instead of ‘betting’ – much more grownup than the (also great) Sportsbet work.
Good stuff team, you should be proud.
I much prefer this execution to the previous round of ads. Brave to change the executions so early in the life of a campaign, albeit you kept the same tagline.
so I guess the answer really is no matter the client – cigarettes, gambling, booze … as long as the marketing director is happy “Go Team”!
Walk past a TAB on a Tuesday morning, or any morning or any day for that matter – saddest places on earth. No aspiration, and if that TAB store is “connection” then Jesus – we are all doomed
But hey…who cares, we made gambling look good, so job done, hey!?
and the marketing director is stoked!
You should probably consider a career change away from marketing and advertising
Top marks for the film. looks top notch and different for the category. Only thing that lets it down a little is the two US executions of the print. It’s super minor but everything else is talking about Australia, then you have a NFL and a MLB stadium in there. I’m sure there is a reason it just sticks out.
it’s like the opposite of the shadow from Independence Day.
The lighting technique makes me think of what a gambling addict sees, with their tunnel vision and narrow minded love of betting.
a director discovers ‘vignette’ and post production follows obediently
But while you’re at it, try go fucking yourself too.
The cancer on our industry are dipshits who think our job is to change our clients minds.
It’s not. Our job is to sell what they do fucking well. And if you have a problem with gambling, then go stop.
It’s the same for RSPCA approved vegan wheat. Too much of it – certainly a bad thing. Each to their own.
Too many haters, not enough work at the moment?
This is semi if not pretty decent. And given what I’ve seen lately, the sloggers aren’t doing much to beat this.
Either GFYS or… Do better work gentle-folk. And realise every shit-head rant on here is read by clients – who will turn down anything half decent you come up with if you rat on good work like this.
Fucking losers.
This is really beautifully done. Nice work to all involved. Lovely recreations of some iconic moments. Would have gone with a less gravelly voice personally. But really rich ad.
This ad gave me shivers. I’m only a very small punter but it’s the excitement of sport summed up in 90seconds. What a fine achievement. By the way most of the shit our clients do to their customers is not in their best interests Fast Food, Phara, Insurance, Supermarkets, Digital Media, Banking..
It’s nice to have values but it’s fairly difficult to work in advertising if you want every client to be not harming anyone. Goodluck working on the local Vegan cafe’s advertising.
Nice ad.
Would love to see a version without the voiceover.
Just curious, where are 90 second ads run?
for the love of god. the mlb ad is so painful. the over the top australian accent (stroyke ouut) is like nails on a chalkboard. no one speaks like that!! your attempt to be “folksy” is tired,lazy and just plain annoying.