Sportsbet goes all in on new Spring Carnival campaign

Sportsbet is not shying away amid proposed bans to gambling ads, launching a new series of spots featuring a cast of ‘relatable punters’, ahead of the Spring racing season.

The brand’s in-house creative team worked with Matt Weston, director at Scoundrel, to produce the spots.

Australian race caller Matt Hill and former AFL player, turned TikTok star, Dan Gorringe make cameos in the series.

Sportsbet executive creative director, Rambo Goraya, said Spring racing season “always brings out a lot of characters”.

“I can personally relate to Craig ‘The Call Up King’ and we know our customers enjoy a laugh at these insightful scenarios in our campaigns just as much as the fast and easy way they can use the Sportsbet app on raceday,” Goraya added.

Head of brand, GTM and advertising at Sportsbet, Jason Thatcher, added: “We’re excited about the humorous, Aussie nature of this campaign.

“It shines a light on those classic racegoers that are often larger than life, and just like the ease of our racing products we’re confident it will strike a chord with those who enjoy a punt during the carnival.”

The new spots come as uncertainty remains on the future of gambling advertising in Australia.

Earlier this year, polling found that the vast majority of Aussies support a proposed ban on gambling ads, following recommendations from a parliamentary inquiry. The inquiry delivered its report in June, with 31 recommendations including a four-step, three-year phase out plan.

The study, conducted by The Australian Institute, discovered that Aussies now consider gambling ads as being on par with marketing cigarettes.

Noah Schultz-Byard, a director at the independent thinktank, told Mumbrella at the time: “Seven-in-ten Australians agree that gambling ads on TV should be banned.

“One thing that was interesting from the research is that opposition to gambling ads on TV is not a partisan issue. That’s to say, the majority of people who vote for a range of political parties back a ban. That’s across Labor, the Coalition, the Greens and One Nation voters – the majority in each support a ban.”

Sportsbet’s competitor TAB rebranded in August, launching a major new marketing campaign. The platform’s new brand identity focused back on sport, rather than gambling.

Chief customer officer at TAB, Jenni Barnett, said at the time: “TAB continues to be loved by punters of all ages and interests. But I think it’s clear we’ve needed to modernise and move with the times including our digital experiences, giving customers what they want faster and our marketing strategy. Racing is what we know and love, but we love all sports.”

“Changing perception of the full depth of the TAB offering is what we need to do in an inclusive way. We love the new fresh direction,” she said.

The Sportsbet campaign will be live over the next 12 months across TV, digital and radio.

Other assets:

Gladys the Rock Johnson

Maxy the Mate Musterer

Tee Time Tim Callaghan


Client/creative – Sportsbet
Chief marketing officer: Mark Migliorini
General manager of brand, partnerships & production: Tim Hernadi
General manager of creative content: Kathy Schokman
Head of brand, GTM and advertising: Jason Thatcher
Brand manager: Allison Tall
Campaign manager: Tayla Petty
Head of production: Dan Atkins
Executive creative director: Rambo Goraya
Creative director: Callan Mclean
Senior creative: Shaun Conroy

Production partner: Palomina
Production producer: Kate Merrin

Brand producer: Rachel Gilkison
Director: Matt Weston @ Scoundrel
DOP: Simon Walsh
Production designer: Ella Carey
Editor: Michael Houlahan @ The Institute of Post
Grade: Vincent Taylor
Online: Manimal
Sound: Bang Bang Studios


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