Sportsbet makes spring look easy in latest campaign to promote racing season
Sportsbet has launched into racing season with its latest campaign centring on a cast of relatable punters who make Spring Carnival look easy using the Sportsbet app.
Sportsbet’s inhouse creative team teamed up with Scoundrel director Matt Weston to produce the suite of six hero TVCs, with the campaign also extending across FTV, PTV, digital (YouTube, Instagram, Facebook and Snapchat), radio, Spotify and major press over the coming months.
Says Rambo Goraya, executive creative director at Sportsbet: “Spring racing season always brings out a lot of characters, from the group of mates who get separated within five minutes of arriving on track, to Gladys the wily, older racegoer who knows how to secure a prime table on the front lawn.
“I can personally relate to Craig ‘The Call Up King’ and we know our customers enjoy a laugh at these insightful scenarios in our campaigns just as much as the fast and easy way they can use the Sportsbet app on raceday.”
VIEW THE TIM ‘TEE TIME’ CALLAGHAN SPOT
VIEW THE MAXY ‘THE MATE MUSTERER’ SPOT
VIEW THE CRAIG ‘THE CALL UP KING’ SPOT
VIEW THE ‘THRIFTY’ TIFF GRIFFIN SPOT
VIEW THE GLADYS ‘THE ROCK’ JOHNSON SPOT
Says Jason Thatcher, head of brand, GTM and advertising at Sportsbet: “We’re excited about the humorous, Aussie nature of this campaign. It shines a light on those classic racegoers that are often larger than life, and just like the ease of our racing products we’re confident it will strike a chord with those who enjoy a punt during the carnival.”
The campaign includes cameos from Australian race caller Matt Hill and self-acknowledged C-Grade celebrity, Dan Gorringe.
The creative features 4 x 45”, 4 x 30”, 3 x 15” spots, supported by bespoke edits for social media channels.
The campaign has launched featuring Tim “Tee Time” Callaghan, followed by Maxy “The Mate Musterer.” In the coming weeks Australians will be introduced to Craig “The Call Up King”, “Thrifty” Tiff Griffin, Pedro “The Power” Perrera and Gladys “The Rock” Johnston.
Sportsbet’s “Make Spring Look Easy” campaign will roll-out on various channels over the next 12 months.
Client/Creative – Sportsbet
Chief Marketing Officer, Mark Migliorini
General Manager of Brand, Partnerships & Production, Tim Hernadi
General Manager of Creative Content, Kathy Schokman
Head of Brand, GTM and Advertising, Jason Thatcher
Brand Manager, Allison Tall
Campaign Manager, Tayla Petty
Head of Production, Dan Atkins
Executive Creative Director, Rambo Goraya
Creative Director, Callan Mclean
Senior Creative: Shaun Conroy
Production Partner: Palomina
Production Producer: Kate Merrin
Brand Producer: Rachel Gilkison
Director: Matt Weston @ Scoundrel
DOP: Simon Walsh
Production Designer: Ella Carey
Editor: Michael Houlahan @ The Institute of Post
Grade: Vincent Taylor
Online: Manimal
Sound: Bang Bang Studios
26 Comments
2289 reprezent.
Guys. Serioooously. This is good.
At what point did you think this was a good idea? Because I love this.
This is Brooklyn Nuts
Nice job.
From Ed.
Ahhhhhhh
…Anyhow* have a Sportsbet.
Strong start.
Lovely bit of scran
Love the nuance.
Looks like guys arent muckin around
Best thing since Tusk.
A testament to the team.
More astroturfing here than an indoor racetrack.
May someone please translate this comment section for me?
God, I feel old…
Hard to overstate the societal damage people like Sportsbet do. You’d be doing less harm working for big tobacco.
You work in advertising mate, you sold your soul a long time ago.
Ever worked for an alcohol brand or a casino or an online trading company or big oil or any motor vehicle….
This argument is completely void….
Go teach sick kids in a third world country then come back to me with your holier than thou statements.
As for the quality of these?
There about the same as anything else on this blog…fine. Will do the job.
….says who, you? FF if it bothers you that much, geesh. When a company chooses to brand their own way they do so, and they did so so brilliantly here. Create your own company and you can brand it however vanilla you like.
The comments are almost as bad as deez adz
And the award for most blatant in-house agency comments on Campaign Brief ever goes toooooooo…
Yeah, this is terrible guys.
Not true.
You can say no.
I refused to work on Sportsbet when it was elsewhere due to my family being destroyed by gambling addiction.Management understood and there many other accounts for me to work on.
No actually, I haven’t ever worked on gambling, alcohol or tobacco. And that will continue to be the case.
Just because you have sold your soul and dont GAF or have any princinples, doesn’t mean we’re all the same as you. After all, a principle isn’t a principle until it costs you something. But I am guessing from your diatribe that that is a completely foreign concept to you
Heard of unchecked capitalism?
You’re deep in it…
I think the previous commenter is just trying to illustrate that it’s pointless to grade and industry on what is better or worse for society.
Fast fashion? Fast food? Big Tech? Mining? Farming? The Supermarket Oligopoly? Energy companies price gouging?
This machine is bigger than us all. And it’s paying your bills.
Donate to a charity. It’s the best you can do.
Everyone’s got morals until the rent’s due. Go work for Greenpeace you loser.
These spots are objectively cringe-inducing.
On brand for Sportsbet I guess.
Producing this feels worse than working for a gambling company.