Melbourne Cup gets colourful makeover in new ad from McCann Melbourne

25 September 2018

Creative Agency: McCann Worldgroup (VIC)

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McCann Melbourne puts a youthful spin on the latest Victorian Racing Club campaign.

The Victoria Racing Club (VRC) has launched its latest campaign for the Melbourne Cup Carnival with a youthful take on traditional racing.

The World Can Wait ad sees a group of young race-goers parading about the city en route to the Carnival, dressed in eclectic outfits while surrounded by less appealing passersby.

The ad has an air of nostalgia, shot to the classic Do You Know the Way to San Jose by Dionne Warwick.

It aims to encompass the colour and playfulness of the modern Melbourne Cup and play to the cup's Carnival theme.

“McCann Melbourne has perfectly captured the colour and beauty of the Melbourne Cup Carnival on the streets of our wonderful city,” VRC EGM customer engagement Caroline Ralphsmith says.

“We want people to shed their everyday wear and dress up for the day at Flemington, to embrace the fun and frivolity of the carnival. As the campaign tagline says, the world can wait."

The spot encourages viewers to become a part of the colourful Melbourne Cup crowd and leave everyday stresses behind.

“More than any other moment in the year, the Melbourne Cup Carnival is a chance to leave the humdrum behind. Where else could you wear a giant orchid on your head and it be totally normal?” McCann Melbourne CD Nicole Mandile says.

“But really, at its heart, Cup Week is about getting your friends together, dressing up and just having fun. And this year's campaign is simply a stunning reflection of just that.”

The 60-second ad will run across television and digital platforms.

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