Neds encourages punters to ‘Take it to the Neds Level’ in new brand campaign via The Monkeys
Neds, part of the leading global sports betting and gaming entertainment operator Entain Group, has launched its first major brand campaign in over two years via The Monkeys, part of Accenture Interactive.
The new campaign builds on the brand’s enduring platform: ‘Take it to the Neds Level’, and brings to life the excitement and innovation that Neds has become renowned for.
Neds, which launched in the market four years ago, is among the fastest growing wagering brands in Australia.
The ‘Neds Levels’ campaign aims to capture the unrivalled experience Neds gives its customers through innovative products, Punters Toolbox, thrilling promotions, and best-in-class mobile app.
Says James Burnett, chief marketing officer of Entain Australia: “Neds punters love their racing and sport, but they also love discovering the latest in tech and experiences on and offline. They’re always hungry for the next big thing. We want our new campaign to speak to this excitement and desire for next-generation betting – so our customers understand we will always strive to bring them the latest and greatest online wagering has to offer.”
The spot, directed by Ivan Grbovic, sees a young man’s punting experience quite literally elevated to new heights with Neds. In the 60” film we follow him as he travels through floors of a high-rise building – encountering a range of unbelievable moments, from cheering on the winning goal with a bunch of footy fanatics, to crashing through the luxury apartment of a prized greyhound, interrupting a UFC fight club, and discovering (destroying) a collection of priceless sporting memorabilia – each level more epic than the next.
Says Connor Beaver, creative director, The Monkeys: “When we started working with the Neds team, it didn’t take us long to discover the propelling, innovative force that sits at the core of their business and the brand.
“When it came to the work, we knew we wanted to capture this feeling of next-generation betting and showcase the elevated experience punters have come to expect with Neds.”
The campaign has launched nationally, and will run on broadcast television, BVOD, cinema, OOH, radio, online, digital and social.
This campaign is the first collaboration with The Monkeys, part of Accenture Interactive, since its appointment by Entain Australia in October 2021.
Client: Entain Group (Neds)
Chief Marketing Officer: James Burnett
Brand Manager: Amanda Sharp
Head of Creative Services: Keira Samuel
Senior Designer: Celene Grantham
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Senior Planner: Dave Collins
National Head of Production: Romanca Mundrea
Creative: Connor Beaver
Creative: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
Producer: Katherine Muir
Production Coordinator: Genya Mik
Group Content Director: Sophie Gosper
Content Director: Tom Patterson
Content Manager: Isaac Montebello
Production Company: FINCH/The Corner Shop
Director: Ivan Grbovic
EP/MD FINCH: Corey Esse
EP The Corner Shop: Anna Hashmi
Producer: Nick Simkins
DOP: Nicolas Karakatsanis
Production Designer: Alexandre Vivet
Facilitation Company Prague: Unit + Sofa
EP: Martin Sobotka and Fady Salame
Unit + Sofa Line Producer: Nikola Mohorita
Offline: Atticus
Editor: Jack Hutchings
Offline EP: Amelia Bromley
VFX: Fin Design + Effects
VFX Supervisors: Justin Bromley, Michael Brown & Alex Pattinson
VFX Producer: Emily Newbould & Isabelle Howarth
Colourist: Ben Eagleton
3D Animation: 3P Studios
Managing Director: Haley Stibbard
Senior Producer: Caroline Renshaw
3D Creative Lead: Rodney Quach
Animation Lead: Gwyn Dixon
Music: Level Two Music
Sound Design: Squeak E. Clean Studios
Sound Designer: Paul Le Couteur
E.P: Ceri Davies
47 Comments
Replace the twerks with a phone in hand and job is done
https://www.youtube.com/watch?v=HMUDVMiITOU
So glad i clicked on that link.
This is fresh, well made and well cast. Feels expensive. Good track. In a rarity for gambling spots the main guy doesn’t seem like a fool or a jock. I like it.
So good! Well done Monkeys
Nice Job, made me laugh
what happens when you lose?
Excellent to see money being spent again.
at least there is someone having fun in this industry
Simple. Rustic. I like it.
I like the song. Makes it feel quite grand.
Nice work.
Randwick, Race 9 on Saturday – I’m Thunderstruck.
Laughed my socks off.
I like it.
Q for those in the know
How much does it cost to license that track (4 hero – Les fleur, one of my favs!)
something fun and quirky!
Why do we need 60 sec of the same gag seriously this is a decent 15 at best and a over indulgent boring 60.
Just because you rub money on the back half doesn’t mean anyone will want to watch this twice.
Finch is the only winner $$
Simple, makes sense of the Neds level, and real fun. Well done to all involved.
https://www.youtube.com/watch?v=i7hzyr0tttU
An exercise in the agency wanting to produce a short art film based around a pun rather than an ad that will actually do anything for the brand.
AKA, the Monkeys speciality (see Asahi for details)
Yout comment is an exercise in a person wanting to write a comment for the sake of being negative rather than one that makes actual sense and is constructive.
This ad is flooding catch up TV at the moment. I was watching with non-industry friends and they were all like “Wtf does this even mean, why is he being a d and breaking floors – wouldn’t people be annoyed”. These comments and the ad itself go straight back to what we think is good vs what the real world thinks is good. At least we spoke about it I guess!
actually…probably only a 15
This is what happens when you have a line and try to come up with an idea to fit it, and the client would rather throw money at the problem than actually solve it.
The line is the idea. It’s a perfect expression of the brand’s essence and utility. Do better. Go on.
Feels like a first thought that was executed with extreme budget.
Just the most consistently over rated agency I have ever come across. The work, on a good day, is acceptable and yet everyone in Australia cannot wait to fawn all over them. I really think we need to up our standards on what excellence looks like
Kitty got claws.
You say you want to lift the standards? Then start by setting some standards of your own instead of taking pot-shots. You just sound silly, bitter and jealous. If you think the industry can do better, then show us. I can’t wait to see it.
I don’t always like what The Monkeys do but I respect them.
How fortunate you found someone who lives in an apartment building with such a diverse array of tenants.
https://www.youtube.com/watch?v=KofgtfivYfg
Genuine Q – what does the agency pay to use a popular tune like that?
Are we talking – under $50k, under $100k, $100k plus?
agree with honestly. can we all get off the bandwagon now? good but not great.
Pool table gag is a winner. As is the track.
When the only clients with money are literally exploiting people with gambling addictions. FFS
loved it
I’ve seen this on TV a few times and it certainly feels very fresh compared to the usual blokey betting adverts.
We used a Major Lazar track once for an ad in Aus. Think it was around the $150 k mark
don’t forget the loading for ‘unhealthy’ products.
Thank you!
Always wondered
You’d be hard pressed to get any recognisable track for less than $200k these days.
This is great! Funny, great reactions/performance from the talent – and incredible VFX. And it’s fun! Nice work, looks fantastic 🙂
I played this to my kids on my phone in the back seat after we sold the house and started living out of my Camira. They thought it was OK.
This is the most ridiculous ad I still have the displeasure of watching. It shows how far behind the competition they are and I’d never consider using them. Not only is it too long but what does someone flying through a building have with winning a bet. One roof maybe but entire block of boredom viewing. Good luck but your competition puts out better ads and a far better product.
Really? The sports bet ads have taken a major nose dive in quality. The TAB stuff is just generic wallpaper. At least this has a bit of creativity about it.
https://www.youtube.com/watch?v=I8LPZ_a3MVo
So lame. Wtf are you doing gambling ads for!?
@reminds me of…. Except the Bailey’s one was far better
What about credit for Minnie Ripertons Les Fleurs. Without that song that ad would be nothing. Typical adman ripoff artists.