TAB launches major new campaign and brand platform ‘Get Your Bet On’ VIA SPECIAL
TAB has launched a new campaign and brand platform via Special, introducing a new creative platform aimed at redefining and modernising the perception of betting, TAB, and racing among New Zealanders.
The platform centres around the idea of having a hunch and introduces New Zealand to a racing and sporting wonderland providing inspiration to have a hunch and to ‘Get Your Bet On’.
Accompanied by a reimagined rendition of Wet Wet Wet’s iconic ’90’s ballad, ‘Love Is All Around’ – with transformed lyrics ‘Hunches All Around Me’, the song creates a humorous soundtrack to the anticipation and excitement that permeates through the wondrous world of racing and sports.
VIEW THE SPOT
Special led the strategy, creative and development for the new campaign, with support from production partners Finch and Blockhead.
Says Mel Kenneday, Chief Marketing Officer for Entain Australia and New Zealand, the operators of New Zealand’s TAB: “TAB has been a historic component of racing and sports in New Zealand since 1950 – now our new marketing drive will reflect a more modern and relevant brand and ensure we can continue to champion the racing and sporting industry across Aotearoa for years to come.”
Says Tony Bradbourne, Founder and CEO of Special: “We’re excited to be part of the evolution of such an iconic NZ brand, that’s been such an important part of the racing and sporting landscape for more than 70 years. We want to create more appeal and get more Kiwis to back themselves – and follow their hunch.”
The recent reveal of the new-look betting platform brings a wide range of new features for TAB punters to enjoy, along with enhanced harm minimisation tools to make sure Kiwis keep their betting fun.
The fully integrated campaign spans television, radio, print, OOH, social and digital media from 2 June 2024.
TAB
Chief Executive Officer of Entain Australia and New Zealand: Dean Shannon
Chief Marketing Officer of Entain Australia and New Zealand: Mel Kenneday
General Manager Marketing NZ of Entain New Zealand: Pip Eriksen
Senior Manager: Brand of Entain New Zealand: Hannah McLean
Special
Creative Chairman, CEO: Tony Bradbourne
Executive Creative Director: Stu Mallarkey
Group Creative Director: Matt Simpkins
Senior Art Director: Kim Scott
Chief Strategy Officer: Rory Gallery
Group Strategy Director: Josh Taylor-Dadds
Lead Business Partner: Zoe Alden
Senior Business Manager: Jeremy Sinniah
Senior Producer: Liz Garneau
MBM
Client Service Director: Jono Sorensen
Group Strategy Director: Amy Greene
Group Business Director: Sian Kitchen
Business Manager: Nina Minogue
Junior Planner Buyer: Lily Tootill
Junior Planner Buyer: Ruby Bridges
FINCH
Director: Alex Roberts
Managing Director/EP: Corey Esse
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Yolande Dewey
Casting: Catch Casting
Cinematographer: Andrew Commis
Production Designer: Jon Lithgow/Neville Stevenson
Editor: Luke Haigh
Colourist: Pete Richie
VFX Post Production
Blockhead VFX
Liquid Studios
Sound Producer: Tamara O’Neill
Sound engineer: Craig Matuschka
Music arrangement: Pete Van Der Fluit
Music Supervisor: Karyn Rachtman, Mind Your Music
Photographer:
Steve Boniface
Retouching:
Cameron Jones
28 Comments
Maybe the ambition was too high for the actual budget? Post looks a bit ropey.
Reminds me a lot of Export Beer garden film. Expensive ham. Prosciutto, I suppose.
Also, that lead has been officially overused a few ads ago.
In saying all that, I bet it was a super hard brief for what you could legally say and do though.
I hate most things, but I like this thing.
Drop tools at lunchtime, Special, lock the office doors, make your way down the stairs and pop next door
to Prego.
My shout.
But, leave that Bradbourne fella behind, even his tastes are too expensive for me these days.
Lunches all around you?
Everything about this is awful.
the retouching on the ooh is seriously dodgy…
maybe as per other comments, trying to do too much with not enough budget?
The logo is good.
Didn’t another agency do the logo?
Poor creatives. Bet they told you how to properly design the OOH as well.
and that’s being polite.
Its not Kathmandu aye?
First that weird energy flat mate ad, now this mess.
It might not be the worst ad on TV but it would be top 3.
So bad.
Maybe the radio’s good.
Maybe the next one will be good.
Maybe
expensive fail
The line is good. Ambiguity at work.
I think my favourite bit of visual vomit is the heinous overuse of Pohutakawa trees to make it clear to viewers that it’s ‘New Zealand’
Scorned comments from the incumbent. Poo widdle babies.
Thanks for the new customers.
I feel Special is now trying too hard to live up to the fact they’re a great agency. This was too much and trying way too hard. Tone it down fellas, remember less is more. Think Beethoven – it’s about what you leave out. Actually I may have made that bit up.
I think it’s great!
It’s always awkward when you post something really woeful on the same day that probably the best campaign of the year is posted for Telstra. The glaring burn your retinas contrast is hard to escape no matter how hard you try to kid yourself.
Was it worth pitching the business out for? The old agency could have easily gone from a 15” to a 60” if asked. Side note, how can sports stars appear in gambling ads?
When you have good talent – best use them rather than all that CGI
“Get your bet on”. Can’t bet, not in the game.
But the dream TAB are selling is so far from reality. Hope the kids of tomorrow don’t get hooked.
I love it, especially the guy smelling the new app 😃.
Just feels , so dirty and Australian