Unibet encourages punters to ‘back themselves’ in latest TVC launch via Leo Burnett Sydney

Unibet Australia has launched its first piece of work since Leo Burnett Sydney was awarded the business earlier this year. The campaign moves Unibet away from the typical Australia larrikin-style betting ads, and instead speaks to a far more serious betting audience.

The “Back Yourself” campaign is an ode to the serious punters of the world, for those who love, live and breathe sport, and enjoy the thrill that betting adds to the viewing experience. It’s for those who treat punting as a passion and a hobby rather than just a fun thing to do with mates at the pub.

VIEW THE SPOT

The campaign launches with TV that is currently on air with 30″s and 15″s now running across Free and Pay TV, and a 60″ brand spot to be played at Pirtek Stadium, just in time for the World Cup and Wimbledon.

Says Patrik Andersson, general manager Unibet Australia: “We chose Leo Burnett as our partner due to their strategic understanding of our key target market and their appreciation of our need to differentiate ourselves from our competitors. The back yourself campaign certainly positions Unibet in a league of its own and we believe that it brings the brand to life in a way that will really make an impact in the market.”

Says Andy DiLallo, chief creative officer Leo Burnett Sydney: “We felt it was about time a betting company broke the mould and recognised the more serious punters in Australia who, until now, had no voice in the market. Thankfully, Unibet bravely shared our vision.”

Client: Unibet