Racing NSW aims to cure ‘Premature Geriatrification’ in new campaign created by Emotive.
Emotive has a keen sense of humour. Its campaigns make you smile. Often make you smile at yourself. That’s a great thing for a campaign to do. Emotive’s humour is being used again to bond a target audience to a brand. This time that audience is 30-somethings.
Racing NSW is being presented as the antidote to turning into your parents.
The campaign is “inspired by alarming research that indicates 32 is the age at which people begin turning into a younger version of their own mother or father,” Emotive noted. The agency has dubbed the condition Premature Geriatrification. It’s when you start spending your weekends on D-I-Y projects, leave Voicemail messages, buy a steam mop from daytime television, get angry at cyclists…
No one wants to become like their parents.
The campaign asserts that a day at The TAB Everest can halt, or even temporarily reverse, the effects of those suffering from Premature Geriatrification while cheekily reinforcing the fact that this is the younger generations’ race.
Ben Clare, group creative director at Emotive, noted, “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.”
Graeme Hinton, chief operating officer of Racing NSW, commented, “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.”
The campaign consists of a hero video and 30-second TVC, running nationally across TV & digital channels.
Graeme Hinton, chief operating officer of Racing NSW, 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 light-hearted way of reminding the audience to get their fun back on track.”
Credits:
Creative and Production: Emotive
Group Creative Director: Ben Clare
Creative Director: Michael Dawson
Chief Executive Officer: Simon Joyce
Chief Strategy Officer: Tyler Wilson
Business Director: Sarah Clifton
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
