Allen Iverson is ‘the answer’ to PointsBet’s launch into the US market via Fenton Stephens
![AI FRAME 06[1] (1).jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2018/10/05070507/AI20FRAME20065B15D2028129.jpg)
Following a strong local launch in 2017, Australia’s fastest growing online bookmaker, PointsBet, is poised to break into the highly lucrative American market. Searching for the answer to establishing themselves in the US market, PointsBet found ‘The Answer’ – 11x All-Star, MVP and NBA Hall of Famer, Allen ‘The Answer’ Iverson. After successfully establishing the brand at home, Melbourne independent Fenton Stephens handled the creative, employing The Pound’s Dogboy to direct the spots. The campaign was shot on location in New York, with Minus L assisting with production on the ground.
The spots open with two PointsBet ideas men spitballing in their new New York office. Unable to crack the big idea, they decide to ask ‘The Answer’. Inside a room adorned with the same name, we reveal who ‘The Answer’ is. NBA superstar Allen Iverson. He’s PointsBet’s all-seeing and all-knowing betting guru, and no matter the question – he’s always got the answer.
Says Jess Wheeler, associate creative director and partner, Fenton Stephens: “We were thrilled to get the opportunity to help establish the PointsBet brand in the United States. And what a way to do it, by shooting a campaign in New York with Allen ‘The Answer’ Iverson. These briefs don’t come around every day, so we were determined to make the most of it and bring something fresh to a category that sorely needs it.”
Variations of the campaign will play a significant role in the United States, combined with an even larger media push in Australia, where the ‘PointsBet guys’ reference our local sports and markets. It will also see the brand continue their ‘There’s a new player in town’ positioning. The campaign will be supported by digital and radio executions.
Says Andrew Fahey, CMO and founder, PointsBet: “PointsBet is the only Australian owned bookmaker to gain a license to operate in both Australia and the US, so it’s a very exciting time. If you want more US betting markets than any book maker in the world, especially the NBA, we’re the answer. So teaming up with Allen was the perfect match. We can’t wait to get this campaign out into the world.”
PointsBet Founder and CMO: Andrew Fahey
PointsBet Marketing Manager: Yuta Kobayashi
Agency: Fenton Stephens
Creative Director: Alex Fenton
Associate Creative Director / Writer: Jess Wheeler
Senior Art Director: Guillermo Carvajal
Director of Planning: Simon Antonis
Director of Client Services: Amy Stephens
Group Account Director: Clinton Mellsop
Senior Account Manager: Lucy Ranger
Agency Producer: Lisa Ramsey
Production Company: The Pound
Directors: Dogboy
NY Production Company: Minus L Inc
NY Creative Producer: Craig DiBiase
NY Line Producer: Chris Hughlett
DP: Matthew Woolf
Editing and Post: Manimal- Ryan Brett
Sound: Production Alley
79 Comments
Can’t wait for the follow up campaign with ‘The Truth’
thats pretty bad
This isn’t it.
Predictable sadsacks will hate on it, but anyone who knows a shred about sport knows how huge Iverson is in the states.
These will work wonders.
What’s the pointsbet?
What does he say?
The answer to your money is pay em out early
The answer to your question hunni is… pay em out early 😉
He says ‘ the answer you are hunting….pay them out early’ pretty obvious 🤣🤣
Pay em out early
Who cares how ‘big’ he is in the states? Also, betting advertising- the new tobacco.
But WHAT DOES HE ACTUALLY SAY????????
I know!
Pair motto. Google it 😊
For the life of me I can’t understand what “the answer” is actually saying. I’ve asked around and no body does either. Please explain????
I can’t find the answer either
Neither can I!! Can someone enlighten us?
It’s driving me mad
Great advertising,.,just can’t get The Answers answer out of my head.,payamadero..?? Genius …common sense would tell you he says something along the line of ..,pay em out early..,as the ad is based on that.,but you can turn the volume up , slow the ad down but will never understand what he really says…clever!!
Wtf is he saying? Stupid ad
He says ‘pay em out early’
The answer is… Pademadro?
Cant understand what he says for the life of me
Nice idea though
I thought it was paramount oil… whatever that is. Only found this sight because I saw the ad and was searching to find out what he actually said….. great work guys ….got flown to NYC. Maybe ask for a second legible take….. for us OSSIES to understand
I reeeeeeally want to know exactly what he says
Ahhhhhh if you really listen he actually does say pay em out early, not padamodara
Stupid ad. Really stupid! a) who is and who cares about an NBA player b) if you have to identify the person which the ad does then it has nongravitas & c) what does he say? Three very obvious and fundamental issues. And to think the marketing geniuses would have been paid a motza! Seriously dumb ad.
Agree with a number of the above comments. When the ad leads the minor characters to the bigman and the watcher has no idea what the hell he is saying..I say that’s a big fail. Sounds to me like ‘The answer you are hunting, is Pee-r-mano, Pee-r-mano.’ Jibberish.
Very flexible, yet can’t move his lips when he speaks, answer that one.
After watching this ad for quite a while I finally googled, “what is the Answer saying”. That’s how I got here and clearly I’m not alone. Paya modoro. paya modoro. Did you test this? And everyone clearly understood what he was saying?
What a waste of time this ad is. Totally over my head , no idea who this man is an what he says. This is Australia , not the USA.
I’ve watched this add at least 100 times, deliberately trying to work out what he is saying… in the end I had to google it. Who on earth would approve this with such a major fault.
I thought he might have been trying to say Parramatta? Even though that makes no sense.
Never heard of the athlete involved either, far from a familiar face or household name. Waste of money.
Paramorrow.
We are with all ‘ as above ‘. Possibly stretching the lower parts of his anatomy is interfering with his vocal ability.
This is hilarious! I’m so glad I’m not alone. Nothing about this ad makes sense let alone the immensely frustrating ‘response to the question’ sounding like a completely different language. Took me so long to find this thread on google because a) I had no idea who the guy was and b) had no idea who’s ad it even was! I was googling sportsbet!!! Clearly Mick Malloy offered greater reach. Epic fail.
He says payomodero which is ancient hindijewsasquach for “I hate Manly”
Toooooo funny Mako75
I thought he was saying my name but it seems like I’m wrong
He says “the answer your hunting is pay em out early, pay em out early”
Great marketing …. got us interested
Hilarious I type in google”what is alle” and google recommends “what is Allen iverson saying” my god how many people must have searched this??? What an epic failure and waste of budget!! They don’t even capitalise on it with search ads to convert me while I’m on mobile. So what is even the brand of this? Padarmarda?
They got you and every other muppet on here (including me) talking about the ad – easiest way to catch someone’s attention in advertising is a spelling mistake, a backward written word or something not quite right (like the Answer talking jibberish). That or boobs. Allen Iverson was an absolute phenomenon btw.
From what i can hear its ” The answer your hunting is pay em early.” i dont hear an out so no ” pay em out early” as 1st thought.
As someone who worked in advertising this is the biggest ad fail ever. Why would you trust a company who signs off on an ad that’s incomprehensible? If they had done it purposely and capitilized on the search it would be clever. They didn’t and it wasn’t. Incompetent bunch of morons.
can`t say this AD is a fail. look at how many people have rewatched the shit out it to find out the answer to your honey
This ad makes no sense. American fast paced’ style. Unrelatable. Does not translate well to Australian audiences.
What on earth is a “payamartoe”??? and who is this weird guy?
A totally useless ad for Aussie audiences.
The answer you’re looking for, is
Pearmotto
Is it the American way of saying Parramatta?
Get some Aussie content. Do people get paid for this stuff. I hate marketing it has wrecked the world and marketer’s are like the lowest of the low in my book. Get a real job. Get a real add.
Ambroise Pare- Pare motto- Work overcomes everything
Who knows, it’s really bugging me, I don’t get it at all, it’s like scratching the inside of my brain.
im sure he says pair mederate in otherwise dont over bet
If you slow it down to 0.5 he says: The answer you’re hunting is pay em out early, pay em out early.
Stupid American garbage.
If he is saying’ pay em early’ surely they could have confirmed this could be understood prior to signing this off?
PREVIEW
0:30
Pointsbet Allen Iverson Pay ‘Em Out Early
Vimeo · Fenton Stephens
Oct 25, 2018
https://www.google.com/url?sa=t&source=web&rct=j&url=%23&ved=2ahUKEwjcn8C555DjAhX_4XMBHWE9CRIQwqsBMAB6BAgIEAU&usg=AOvVaw0VTJzWxrN8ZFOD4xbU2nov
Just like Phil Collins song Sussudio…gibberish
…but we’ve sung and enjoyed it for years. (ban the ad though. I’m sick of it)
Our company have read your complaints and he is actually saying parramatta sorry for miss understanding
Sorry Australia I’m actually saying parramatta
Sorry sports bet here it’s parramatta sorry if any confusion
Silly ad, can’t even understand what ‘the guy with the answer’ says-why do Australians have to put up with American rubbish!
The issue i have is to have an ad that most people don’t understand is an insult. To me it says the company beleives it’s ok to treat the punters as idiots.
The ad is cringeworthy, lame american garbage regardless of what he says.
lmao this ad sucks. Unrecognisable man in local market mumbles incoherently. Paramado.
He says The answer you are hunting is pay em out early pay em out early
Love the comments
I’ve always thought it was Parramatta with a slight slur at the end because he didn’t know who they were or how to pronounce it!
The answer to your honey is panama earl. Panama earl
I’m glad I’m not alone this add drives me mad
I’m gunna start a betting agency.called Payamodero 😀
Most of you are right – it’s s stupid ad
By the way he says peermodo that’s American slang for Parramatta!!!
*whispers* Payamoderel x2*….
The ad is in Vic too . Who gives a fick about parramatta. He says payamodero whatever the fick that is
Apparently nobody can agree on what Allen Iverson says….but can somebody please tell me the backing Song – Title & Artist.
Lyrics sound like “everbody’s talkin’ on the dance floor”
Oh god. I thought I was the only one who could not make heads or tails of what this guy was saying. I must have seen this ad 200 times and it had me beat! I finally googled it and found I am not an idiot and an enormous amount of Australians had no idea either. What a stupid television ad. Will purposely never use this betting agency!!!!
While all you lot are getting all worked up about a great basketballer doing an advert that has got you muppets in a lather. The marketing company has probably raked in a shit load of money from a betting agency making a shit load of money from idiots who think they can make money from gambling
This tread gave me many laughs – glad to see so many people are as confused as I am. Not sure why he would be saying Parramatta was the answer when clearly they are not! Even though I have been a parra fan for many years.
What frrrk is he saying, I hate this dum arse add with a pastion, wish I could hit somebody, for christ sake some one explain what he is saying
The answer your hunting is pay them out, pay them out early? Who actually knows? We might hate it but it keeps us guessing.
Of course the actual answer you’re honey is Peter Modra….. yes?
The answer is pia mater……the delicate lining within the brain. That’s where the answer is…..
Can someone tell me who the token”white guy” is please?
Finally think I have it – his first ads were pair motto and then his later ads were pay em out early. Good conversation point. Very funny posts though.