Some associates have recently remarked “it’s great to see your Autumn Racing Carnival commercial back on TV”. Watching horses run through the city, thanks to plenty of post-production, is pretty memorable. However, others have wondered why after 3 years a new creative idea hasn’t made it on to the table. There’s a couple of reasons. Firstly, it only runs about 4 weeks per year so everyone figures that audiences won’t have time to get sick of it. Secondly it cost a small fortune, adding handsomely to Fat Boy Slim’s bank account. Hence the rationale being, the more airplay, the greater the value…or is it?