Queensland branded ‘them’ in Ubet NSW State of Origin campaign from The Monkeys
The Monkeys has created the first sport-focussed campaign for Ubet since the betting firm’s rebrand from TattsBet last November, with a TV ad which sees rugby league legend Anthony Minichiello goading Queensland ahead of tomorrow’s first State of Origin clash.
https://www.youtube.com/watch?v=gCvrZgQw3oA
Minichiello, a former NSW Blues star, takes the role of a geography teacher describing New South Wales as the first state “also known as the premier state”.
Queensland meanwhile is labelled simply as “them”.
It is Minichiello’s first outing as brand ambassador for Ubet and follows the release earlier this month of the company’s first brand campaign, also by The Monkeys.
The State of Origin campaign also includes print, digital, radio and social executions, supported by the brand’s own channels.
Ubet general brand manager Penny Glasson, said: “Mini is one of the most celebrated heroes in rugby league. We’re thrilled to have him on our team and it’s perfect timing off the back of the brand launch to focus on a core sport and appeal to the New South Wales market with one of their own facing the campaign.
“Origin is one of those games that transcends rugby league and even sport, in inciting that state against state patriotism. The creative is a bit tongue in cheek, but still taps into that passion.”
