Australia’s Spring Racing Carnival, including The Melbourne Cup, aka “the race that stops the nation”, is underway for 2026. This year M+C Saatchi Australia has taken Racing Victoria into a new realm. Traditionally racing advertising focuses on glamour and excitement of the race events – for racing fans. M+C Saatchi’s campaign, the docu-series SILKS, takes viewers behind the scenes of the racing world instead.

The three-part series looks beyond the glitz and glamour of the racing spectacle to reveal the risk, rivalry and ambitions of three young jockeys, which it presents as athletes, each one striving to make their mark in an ultra-competitive sport.

The series follows Ben Allen, Celine Gaudray and Jett Stanley. SILKS also features legendary Melbourne Cup Winning trainer, Gai Waterhouse, and numerous Group 1 winning trainers. 

Jeremy Hogg, M+C Saatchi National ECD, stated, “To see the drive, sacrifices and resilience it takes to be a top jockey has been an eye-opener. The sheer physical strength and mental fortitude required to race, day in day out, is truly breathtaking, not to mention the bravery. As one jockey so elegantly puts it, ‘It’s the only sport in the world where an ambulance follows you around closely’.”

Andy Hoad, Racing Victoria EGM – media, content and marketing, added, “Pound for pound, jockeys rank among the most elite athletes in world sport, yet most people only ever see them crossing the line for a few seconds of the race. So welcome to SILKS, a first of its kind mini docu-series that is trying to close that gap and forms an exciting part of our This is How We Spring Campaign.”

Episodes 1 and 2 of SILKS are now streaming on 7 Plus and YouTube.

Credits:

Agency: M+C SAATCHI
National Executive Creative Director: Jeremy Hogg
Creative Team: Georgie Waters, Laura Murphy, Gary Dawson, Chloe Hinchliff, Alex Masson, Georgia Brockett
Design Director: Dutchy Baart
Senior Designer: Kris McDuff
Producers: Rosie Pike, Sara Shelbaya
Client Partner: Louise Rutherford
Director: Bill Bleakley
DOP: Simon Walsh
Sound Recordist: Adam Armstrong
Camera Assistant: Oscar Nastri, Harry Huggins
Editor: Paul Rowe
Online: Julien Chichignoud
Sound: Studio Tonic

Client: RACING VICTORIA
EGM – Media, Content & Marketing: Andy Hoad
General Manager – Customer Marketing: Rebecca Moffat
PR & Media Partnerships Manager: James Saundry
Digital Designer: Janet Lim

Media: RYVALLMEDIA
Business Director: Vanessa Williams