Unibet focuses on the more serious punter in first campaign from Leo Burnett

UniBet is targeting the more serious punter in a new campaign from recently appointed creative agency Leo Burnett Sydney.

The campaign targets “those who treat punting as a passion and hobby”, as it encourages their customers to do all the research they need before using Unibet to place their bets.

Patrik Andersson, general manager Unibet Australia, said: “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

The ad is running across free and pay TV in 30 second and 15 second executions and a 60 second spot is played at Pirtek Stadium in Parramatta NSW.

Leo Burnett was appointed to the account in May.


  • Client: Unibet
  • Patrik Andersson – General Manager
  • Ryan Foster – Head of Marketing
  • Agency: Leo Burnett Sydney
  • Chief Creative Officer – Andy DiLallo
  • Creative Group Heads – Brendan Donnelly & Guy Futcher
  • Planner – Luke Atkinson, Mathieu Dauner
  • Managing Director – Peter Bosilkovski
  • Business Director – Tom O’Connor
  • Producer – Renata Barbosa
  • Production Company – The Sweet Shop
  • Producer – Tony Whyman
  • DOP – John Toon
  • Editor – Tim Mauger
  • Director – Noah Marshall
  • Sound – SongZu


  1. JR
    15 Jul 14
    12:34 pm

  2. Great spot to illustrate how gambling can take over your life……It is a real problem that plenty of people face out there…Any chance you could insert a gambling help line at the end of the spot?

  3. BriznEyland
    15 Jul 14
    2:51 pm

  4. At least its not some knob running around a pub rubbing his nipples.

  5. Hannah
    15 Jul 14
    4:30 pm

  6. It’s an impressive, emotive, cinematic piece of content, but I can’t escape the fact that at it’s core, the key message is gambling is ingrained in the experience of sport.
    It’s horrifying that ads such as this exist.

  7. Uneasy Peril
    16 Jul 14
    7:16 am

  8. This is a well produced ad – but I feel really uncomfortable watching it. Gambling is such a huge issue in Australia in regard to addiction and problematic domestic issues which this type of communication endorses. It makes gamblers feel good about their decisions. . @Hannah is right is what she says on the craft of the ad – it just shouldn’t be condoned and encouraged. Or advertised. Just my POV.

  9. Evan
    16 Jul 14
    11:28 am

  10. Yes, good ad. But again, normalising gambling is a longterm horrible slow burn for society. The Government needs to wake up from it’s drunk gambling revenue stupor and realise it’s getting liver cancer.