Sportsbet says ‘Yeah, Nah’ to World Cup in Qatar in latest integrated campaign via Palomina
Cheeky bookmaker Sportsbet has led the charge of Aussie brands around the FIFA World Cup in Qatar, labelling the event a bit ‘yeah, nah’ in its latest integrated campaign, produced by Palomina.
The iconic Aussie phrase is the answer to all the big questions around the upcoming global event. Did Qatar win the bid to host the World Cup fair and square? Yeah, nah. Is your mate going to work the next day after pulling a late-nighter watching the Socceroos? Yeah, nah.
Says Sean Ormerod of Sportsbet: “I think we can all agree that most things about this World Cup are a bit yeah, nah. From making fans pay more than $300 a night to sleep in a shipping container, it certainly would’ve been more fun to host it here on our shores. We’re still getting right behind the Socceroos though. Do we think they can get out of the group… Yeah, nah. But we’re just happy to be there!”
The campaign features 2 30s TVCs, 4 15s as well as supporting radio, print and OOH, including a 3D digital execution to be set live in Melbourne featuring the campaigns psychic Octopus.
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Client/Creative – Sportsbet
Chief Marketing Officer, Mark Migliorini
General Manager of Marketing, Tim Hernadi
Head of Brand, Jason Thatcher
Head of Partnerships and Content, Rambo Goraya
Head of Content Production, Dan Atkins
Brand Manager, Mitchell Fraser
Senior Campaign Manager, Olivia Ferrary
Campaign Co-ordinator, Tayla Petty
Creative Director, Tim Leckie
Senior Creative: Shaun Conroy
Senior Creative: Chris Chard
Senior Creative: Hammy Goodman
Creative: Jamie McGloin
Production Partner: Palomina
Production Producer: Kate Merrin
Brand Producer: Rachel Gilkison
Director: Julian Lucas
DOP: Daniel Ardilley
Production Designer: Lucinda Thomson
Editor/Online: Ryan Brett @ Manimal Post
VFX: Cadre Pictures
Sound: Final Sound
15 Comments
Brand that waterboards people with predatory gambling offers fails to read the room & takes the moral high ground in a different conversation about morality in sport.
and at least they are not making some half arsed see through stance against it on ‘moral’ issues a la Brew Dog, Hummel etc
Would have been much more powerful if they just didn’t allow anyone to punt on the World Cup. But that would get in the way of profits
https://www.youtube.com/watch?v=QVC7EYBG4qk
A gambling company trying to be the moral police
Performative advertising at its worst. I genuinely hope this gets pulled off the air within a day of it going live.
Piggybacking off the drama of a genuinely horrible issue, but still profiting off by encouraging people to gamble on it?
They aren’t making any reference to it being about human rights issues – it’s poking at all the other stuff – no alcohol in stadia, accommodation, corruption, etc
I know we all love to take a swing at bookies (sure you all only create ads for b-corp NFPs yeah??) but they’ve not even given you a target here
Encouraging people to say ‘yeah,nah’ in the most hollow and directionless way before immediately telling them to bet on the event with them is target enough.
If you’re going to associate with a place that is immediately affiliated with atrocities i think it’s either shut up about it or do something authentic.
Because they could never get away with explicitly calling it out. So they use a lazy line that talks about the quirkiness of Qatar at a surface level, but implies the worse stuff without saying it.
if you’re gunna say Yeah, Nah Qatar…
You have to back that up with some sorta action.
Like, not accepting any punts on the WorldCup in Qatar.
You can’t say ‘Yeah, Nah Qatar’…
And then say ‘The easiest place to bet on the WorldCup’
It doesn’t make any sense.
The most tone deaf piece of communications out in the world right now.
So you stick your head in the sand completely or you pull all betting on the World Cup?
It’s funny that people seem to find their moral compass when human rights violations are happening in far away lands, yet stand by kids going to prison, or refugees detained indefinitely in offshore torture camps, when it’s on the door step.
How about your back yourself by refusing to work with or endorse any brand connected to Australia unless they are taking a stance against the shit we pull?
reference another ad and say it’s been done…check
If someone uses Yeah, Nah but hasn’t rhymed it with Qatar then has it really been done?
I’d love to see all the 100% original campaigns Yeah…done has produced in their career.
Good to see the debate on morals within advertising and whether Sportsbet are crossing a line / missing the mark with this campaign
Triggered CB commenter – check.
This ad campaign is lazy & completely disrespectful and how a gambling company thinks they have a moral right to comment on the cultural & religious heritage of an independent nation is beyond me. They are influencing a wide range of tv viewers who have no other point of reference.