Shannon Noll fronts new series of spots for Harness Racing NSW via Hyperbole, Sydney
Sydney agency Hyperbole has produced a series of television commercials featuring Shannon Noll for its new client Harness Racing NSW.
The Harness Racing industry had suffered from the 2007 equine influenza outbreak and this is Harness Racing NSW’s first major above the line promotional work since the outbreak.
Harness Racing NSW approached Hyperbole with the objective to create a set of TVCs that would aim reinvigorate interest in Harness Racing as a spectator sport and to promote racing meetings & carnivals as fun days out for families and for the younger party goer.
“The challenge was to develop a creative that had cut through, that was different to any other horse racing ad in market and could appeal to both target markets, especially in regional New South Wales, and I think with Shannon’s huge appeal, we will definitely achieve this” said Harness Racing NSW Marketing Director, Dale Walker.
Shot over a full race day at Menangle Raceway, the TVC’s show Shannon interacting with the general public and leading driver Ashlee Siejka using the slogan “Everything’s better in Harness!”
Agency: Hyperbole, Sydney
Written and produced by Wayne Rowley – Hyperbole
Directed by Craig Chapman – Daily Planet
Audio Production – Dave McCarthy – Zig Zag Lane
Client: Harness Racing NSW
Marketing Director – Dale Walker
17 Comments
Ouch.
Wow, harness the excitement!
Where’s that shot of Shannon in livery, the bit between his teeth?
A whole new meaning to celebrity advertising, and a creative bar we reckon others will struggle to limbo under, but try they will sadly.
Bang on brand.
Go the chariots!
Shannon found his level, awww.
What the FUCK was that?
So good to see our great Aussie entertainers helping out the racing industry! You should get a heap more people along to these races 🙂
I be wearing sunglasses too if I was in this.
This celebrity ad may well give Status Quo a run for their celebrity endorment money. But Shannon by a nose I think.
To pr this commercial shows a profound lack of understanding about what is the very least that this industry expects. You should all be ashamed. It’s rubbish.
Love it! Cheeky, gorgeously shot and aspirational. Big things ahead for all involved!
Oh dear.
Quite apart from the script/concept (I refrain from using the words: creative or idea) being forced into a minimum budget – which shows from every angle, every shot, every edit – I can also sense the client’s ‘input’ into every second of this script and every shot of the commercial.
Bang on brand.
Go the chariots!
This ad has made my day.
Any agency that gets the line “everything is better in a harness” through a client, deserves a pat on the back.
Awesome.
It been a long time since ads like this have been on TV.
Wow Hyperbole, that was really persuasive.
Awesome.
It been a long time since ads like this have been on TV.
Great advert, lots of fun, cheek and is exactly what a racing day is all about. To have Shannon, a country guy who has experience with horses and racing, was an excellent idea. Looking forward to seeing the commercial on tv. Well done Shannon and pr/mktg team. : )