SUMMER CUP TAXI RACE................

I quite like the ad? the following reasons - yes its like a Nando's! and lightly funny. No idea how that helmet fitted on that squarfro. And Saffa's can identify with taxis, taxi ranks and, well, racing.

its a pity this ad is not on mainstream TV

had nothing to do with the conceptualisation or production of the ad btw...

NANDO'S BLUE LIGHT BRIGADE

I guess with taxis and in a rush a good combination.
Is it only on the racing channel? It would be better on morning live to try and reach a bigger audience to come racing IMO

Shouldn't they have at least shown a racehorse somewhere in the ad ? After all it is a major horse racing day they are advertising....

Paythepublic wrote: Shouldn't they have at least shown a racehorse somewhere in the ad ? After all it is a major horse racing day they are advertising....

I agree - How do you marry the notion of terrible driving and aggravation with horses running around the track ? It would make more sense to have an advert that shows horses Racing and flight it EXCLUSIVELY on NON RACING channels - I'm not sure if there would suddenly be a rush of non racers looking for Channel 239 to watch this advert when they don't know its there - Why would you waste money on trying to convert "sick gamblers"? What was needed was a serious campaign that involved the sponsors and mainstream media showing.....THE HORSE... not the TAXI. That campaign should be linked to on course competitions or Race result Campaigns etc
- I can never understand marketing that links a product to another negative one unless you are selling a solution to that product/problem. (eg depicting a car crash when you sell car insurance)

Remember Nando's is know for theses types of adverts but just ask the man on the street who PHUMELELA are or to name the biggest HORSE RACE in Gauteng and see what they say- First TELL people about your product before going Schuster on it.

Perhaps the words of the obviously ignored David Ogilvy might apply here.
“A good advertisement is one which sells the product without drawing attention to itself.”
(The product here is...HORSE RACING)

Channel 4 have a LEGO movie coming soon

points taken Mr H and others on this thread. However, listen carefully to the ad. It is about the 10 cars being given away at the race. Consider the following = People who use taxis don't have cars. Here is their chance to win one. The ad is pitched at that demographic group?

And BTW, the ad is not on mainstream tv. It's a pity but perhaps it is a blessing in disguise at the moment as the industry has a lot to learn about exactly what you expressed, - the loose ends for delivery of a streamlined marketing mix. In any case, the market has to develop and mature first before a mix like this can be rolled out yes?

Don wrote: points taken Mr H and others on this thread. However, listen carefully to the ad. It is about the 10 cars being given away at the race. Consider the following = People who use taxis don't have cars. Here is their chance to win one. The ad is pitched at that demographic group?

And BTW, the ad is not on mainstream tv. It's a pity but perhaps it is a blessing in disguise at the moment as the industry has a lot to learn about exactly what you expressed, - the loose ends for delivery of a streamlined marketing mix. In any case, the market has to develop and mature first before a mix like this can be rolled out yes?

Don,it would be pointless on mainstream TV.............I don't think that it is mentioned once that the Summer Cup is a horserace ???

Rob but is there not enough inference or clues - fillies, the jocks wearing silks, the racing, the horse logo at the end, the racecaller...to point the viewer to 'it is a horseracing event'?

Whilst I agree the horse and horses racing etc should be used for mainstream, advertise the product - how can one steer away from the perception that racing is for those who are flush? How does one grab the attention of that segment of the market...who can't afford the R2000 seating, who do not own a horse let alone a car, etc etc?

That segment who will fill the empty void that is the lawn area? That segment who will make up the vibe, who will be small punters?