A flotilla of American sports fans flock to Aussie shores in new campaign for TAB via M&C Saatchi


A couple of Aussie mates stand on a beach gazing out to sea. Foreboding music plays as ominous shapes begin to appear on the horizon. One of the guys takes out a pair of binoculars. ‘What do you see?’ his mate asks…. ‘Americans’, he replies.


Thus begins the hero piece of film content developed by TAB’s creative agency M&C Saatchi Sydney, in what transpires to be an epically uplifting celebration of TAB’s new US Sports offering and the desirability it holds for sporting fans.

With partnerships across the NFL, MLB and NBA TV and backed up by a best in category app and venue vision offering; exclusive content and product including Same Game Multi, TAB is without doubt the most desirable destination for US Sports fans in Australia.

This is dramatically emphasised in the main film, the first project to be directed by Nick Kelly at his new operation MOFA, by showing the lengths that fans will go to in order to experience TAB’s US Sports offering. A flotilla of hardcore American sports fans flocking to Aussie shores which creates a spectacle of the energy, hype and theatricality that is so synonymous with these sporting codes.

Says Cam Blackley, chief creative officer, M&C Saatchi: “This is a big entertaining campaign to herald an incredible set of partnerships that TAB has struck to bring value to a whole new set of sports nuts. It was a highly ambitious shoot and a lot of fun to make with the talented Nick Kelly of MOFA fame.”

Says Luke Waldren, executive general manager marketing, customer and product, TAB: “US Sports are the fastest growing codes in the wagering category and so it’s important for us to provide content, products and experiences that meet the demands of Australian fans. This campaign does a great job of showcasing our best in-market offering, whilst amplifying the fandom that is so unique to US Sports.”

The campaign will be live across TV, digital, social and in-venue media.

Creative Agency: M&C Saatchi, Sydney
Chief Creative Officer: Cam Blackley
Creative Director: Chris Cheeseman
Creatives: Nicole Conway, Tim Batterham, Chris Cheeseman, Cam Blackley
Acting Head of Strategy: Nick Jacobs
Group Managing Director: Russell Hopson
Group Head: Emma McJury
Senior Account Director: Charlotte O’Brien
Account Manager: Kurt Griffin
Project Director: Dean Trendler
Head of TV Production: Loren August
Senior TV Producer: Sarah Cowen

Luke Waldren – Executive General Manager – Marketing, Customer & Product
Kent Madders – General Manager – Brand, Marketing & Content
John Vellis – General Manager – Media & Sponsorship
Luke Feddema – Senior Marketing Manager – Sport
Will Evans – Marketing Manager – Sport
David Marsh – Marketing Manager – Sport
Michael Nicholson – Marketing Coordinator – Sport
Edward Keir – Marketing Coordinator – Sport

Production Company: MOFA
Director: Nick Kelly
Executive Producer: Llew Griffiths
DOP: Campbell Brown
Edit: Bernard Garry @ The Editors
Post Production: Resolution Design
VFX Supervisor: Tim Dyroff
Colourist: Matt Fezz
Flame Artists: Stu Cadzow & Tim Hannah

Sound & Music House: Rumble Studios
Sound Designer: Tone Aston
Composer: Jeremy Richmond
Sound / Music Producer: Katie Harper / Michael Gie

Media: OMD Australia