Crusher tackle, can opener, holding the man: Unibet taps into the languages of Aussie sports

Unibet has tapped into the unique languages spoken by fans of different sports in its latest campaign from Analog Folk, ‘It Pays to Speak Sport’.

The campaign has launched on TV and in cinemas with a film that highlights the language of horse racing punters, following a ‘swimmer’ – horse that trains in water – that is expected to have an advantage in wet weather conditions.

Across social media and digital channels more specific spots will air, featuring athletes and commentators of different sporting codes, such as former NRL player Brian Fletcher, former cricketer Mark Waugh, basketball player Shane Heal and Russell Barwick. The ads show the various personalities listing off the phrases that commonly and specifically used within each of their codes.

Julian Timmins, head of marketing and operations of Unibet said: “A love of local and international sport and racing in all its forms is what unites our audience. And with that comes a sense of fan camaraderie and tribalism. Whilst of course every sport has its own language, as one of Australia’s leading online betting and sports platforms, Unibet speak them all. This campaign shines a spotlight on the joy, pain and glory that comes as a result of following your favourite horses, players, and teams and that’s what Unibet is all about.”

Richard Morgan, ECD of Analog Folk said: “Every sport has its own jargon; from racing, to AFL, NRL, basketball to UFC. To the uninitiated, it may sound like complete nonsense, but to those in the know, it’s anything but. Speaking sport and having a true understanding of the game can not only give you an edge when it comes to placing a bet, but first and foremost the language of sport is something that unites our heartland audience in so many different ways.”

The campaign will be executed across free-to-air TV, cinema, Foxtel, digital, and social.


Head of Marketing & Operations: Julian Timmins
Marketing Manager, Unibet: Pete Sutton

Executive Creative Director: Richard Morgan
Creative Team: Alec Janowski, Jimmy Zimmerman
Managing Director: Matt Robinson
Agency Producer: Emily Entwistle
Strategy Partner: Ben Hourahine
Senior Strategist: Chris Loukakis
Designer: Robbie Carter

Production Company: Hooligan Collective
Director: Dylan Harrison
Producer: Ashley McLeod
DOP, TVC: Peter Eastgate
DOP content: Jason White
Editor: Mark Parry

Post-Production: Vandal
Colourist: Daniel Pardy
Sound design: Nigel Crowley

Media Buying: Bohemia


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