In 2014 the Group One Melbourne Cup will be worth a record $600,000. That is a pretty impressive feat for an industry which has long been regarded as a ‘minor’ racing code.
However, just as the sport reaches new heights on the prizemoney front, it would appear that it is sinking to an all new low in regards to self promotion ahead of greyhound racing’s most illustrious event this Friday night.
Marketing and advertising industry insider website Mumbrella has just blown the lid on the Sandown Greyhound Racing Club’s latest advertising campaign We Love The Dogs, which they believe is a direct takeoff of the highly controversial and vulgar Duck Sauce music video, Big Bad Wolf.
“It’s not uncommon for ads to take, shall we say, inspiration from other realms of the arts, be they films, music or cult fiction”, the website reported.
“But rarely has Dr Mumbo seen an ad borrow an idea from anything as ‘out there’ as this one.”
Mumbrella went on to state that the film clip for the ‘song’ was, “One of the oddest music videos ever made”, and that the film clip had been named the “most disturbing music video of 2011 by Billboard Magazine in the US”.
It’s difficult to understand the thought process that linked Sandown Greyhound Racing Club’s ‘brand new’ ad campaign for the richest greyhound race in the world, with the disturbing reality of its inspiration.
The questions have to be asked:
- Who thought this campaign was appropriate for showcasing the sport’s biggest race and promoting greyhound racing as a family friendly activity?
- Who thought associating the greyhound racing brand with Duck Sauce’s brand of depravity made sense?
Sandown greyhound Racing Club’s Melbourne Cup Promotion
Greyhound folk have forever yearned to be taken seriously in comparison to the thoroughbred industry but, lets face it, the gallops would never tarnish their brand by being linked to something so crude and offensive.
This year the Australian Turf Club released a series of advertisements for the inaugural ‘The Championships’ and, love or it or hate it, the end product was a clean and fresh promotion for their carnival which generated enormous success in Sydney and is set to take place again in 2015.
Clean and fresh are certainly not the words to describe this recent campaign from the Sandown Club and it appears to have been a big backwards step in regards to promotion of the industry and what it has to offer.
If greyhound racing is ever to be taken seriously, surely it can come up with its own ideas to display the fun and excitement of the sport rather than borrowing thought from a song which has no link to the industry, or the dogs themselves, other than an incessant howling noise throughout.
The sport should be building its appeal to the community rather than degrading their status by sharing links with such a disturbing source.
Hopefully the Sandown Club can improve their approach in 2015 because, as Mumbrella alluded to, their promotion of the world’s greatest race this year has seen it go to the dogs, and not in the way they were hoping it would.