Sportsbet special agents target racing ‘BS’ including bad fashion, tips and a deconstructed parma

Sportsbet has returned its focus to the ‘BS’ that is circulated during racing season, reintroducing the specialist team of agents who target racegoers spouting questionable betting advice.

Last year, Sportsbet introduced the BS Brigade, which monitored the bad tips and fashion advice of pundits at the races. The BSi is an evolution of the Brigade, which now has a secret high-tech lab hidden underneath the field, helicopters and surveillance vans.

The new series of ads shows the BSi targeting a man purchasing terrible suits for fashions on the field, a high-speed chase of a BS-ing pundit on the way to the races, and a ‘deconstructed parma’ canape.

The campaign was created by Sportsbet’s internal creative team with the support of Deloitte Digital and production company Finch.

Raman Goraya, Sportsbet creative director, said in a statement: “Last racing season we found a lot of punters resonated with the insight of BS Responsibly. This year we had to take it to the next level with the BSi and give the crew a few more toys.”

Charles Baylis, Deloitte Digital executive creative director, said: “Whether you’re trying too hard with your race day outfit, dispersing poorly researched tips or serving up a ‘deconstructed parma,’ be warned, the BSi are on the case.”

Tim Hernadi, Sportsbet general manager of marketing, added: “Our customers love our Same Game product for AFL, NRL and US Sports, so it’s a delight to bring them the category’s first racing equivalent to add another level of excitement to their carnival.”

Last year, Sportsbet had the most-complained about ad, with its manscaping ad attracting 793 complaints.

Its more recent campaign this year, featuring a blonde woman struggling at a beauty pageant, was found to be in breach of the regulator’s code for inciting ridicule of women.


Client/Production: Sportsbet Australia
CMO: Mark Migliorini
GM Marketing: Tim Hernadi
Head of Content Production/Director: Barney Howells
Head of Brand & Advertising: Kathy Schokman
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Copywriter: Chris Chard
Brand Manager: Jason Thatcher
Campaign Manager: Rachel Gilkison
Campaign Manager: Isaac McCallum

Retail & Digital Video Manager: Toby Barrett
Art Design Lead: Dean Barbaro

Creative Consultancy: Deloitte Digital
Chief Creative Officer: Matt Lawson
Creative Brand & Media Partner: Adrian Mills
Executive Creative Director: Charles Baylis
Manager: Daniel Loukidis

Production Company: Finch Company
Executive Producer: Corey Esse
Producer: Kate Merrin

Director of Photography: Lachlan Milne, ACS
Offline Editor: Tim Parrington

Post Production: Fin Design & Effects
Post Producer: Jess van Roosendaal
Online Editor: Michael Smith

Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams


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