TAB wants ‘bums in seats’ ahead of spring sporting season

TAB is celebrating the new ways that fans can appreciate sport, comfortably at home or safely distancing within the once-empty stands.

The campaign film, shot by Revolver’s Matt Devine, replaces the keys of a piano with the flip-down seats of a stadium, performing Beethoven’s 5th Symphony.

Earlier this year, TAB made a statement by encouraging fans to download the federal government’s COVID Safe app as a move to help them return to stadiums. The ad featured a flock of seagulls fighting over a meat pie, which is quietly referenced in the new campaign by the punter shown at the end cradling a pie.

Since social distancing guidelines came in, many sports fans have not been able to make it to live sport. However, specifically-allocated, socially-distanced crowds have returned in Western Australia, Queensland, South Australia, and the Northern Territory.

The new campaign, created by M&C Saatchi, comes ahead of a packed spring sports schedule, including the NRL and AFL finals, NBA playoffs, spring racing and the Melbourne Cup, a new NFL season, MLB World Series and the French Open.

To recognise the packed schedule, TAB has created a spring calendar of sporting events that syncs with users’ personal calendars that sets reminders and links them to venues.

Over on social media by comedian Sam Simmons and Fox Sports presenter Andrew Barnett will be hosting a weekly content series, Hot Seats, that will dive into the biggest sporting events of the season in a comedic light.

M&C Saatchi’s chief creative officer, Cam Blackley, said the campaign was about getting ‘bums on seats’ infront of the sport.

“We’ve had a lot of fun building a campaign for what is to be an epic Spring, one that helps get bums on seats via tech as much as it celebrates pulling up a pew in film and content The Calendar Creator is going to sort out a few headaches as racing and sport collide like never before. We’re proud of that, it’s the kind of UX that truly adds value to sports nuts,” Blackley said.

TAB’s executive general manager of marketing, customer and product, Luke Waldren, said: “Regardless of whether fans can attend racing and sporting events this Spring, we want to make sure we continue to bring Australians together in whatever way we can and ensure they enjoy every moment. That may be at the track or stadium, visiting their local TAB (in States where that’s possible) or on the couch watching live vision and chatting to their mates in the TAB Locker Room. This will be a Spring like no other and we can’t wait to see it all unfold.”

Product films promoting the venue mode and live vision features of the TAB app will also support the campaign.


M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Chris Cheeseman
Creative Director: Doug Hamilton
Senior Creative: Chris Berents
Senior Creative: Ant Hatton
Nicole Conway: Copywriter
Tim Batterham: Art Director
Dan Staudinger: Copywriter
Michael Graziano: Art Director
Design Director: Simone Cherry

Craft Designer: Matthew Harrington
Director of Digital: Sarah Hetherington
Creative Technologist: Simon Kent
Acting Head of Strategy: Nick Jacobs
Acting CX Strategy Lead: Mel Lofts
Group Managing Director: Russell Hopson
Group Head: Jasmina Porter / Emma McJury
Senior Account Director: Charlotte O’Brien
Account Director: Joshua Johns
Account Manager: Kurt Griffin
Project Director: Dean Trendler
Head of TV Production: Loren August
Senior Broadcast Producer: Lill Schroeder
Senior TV Producer: Ros Payne
Senior TV Producer: Carolyn Starkey

Luke Waldren – EGM Marketing, Customer & Product
Kent Madders – Head of Brand and Marketing
John Vellis – General Manager Media &  Sponsorship
Ben Willis – Senior Marketing Manager, Racing
Luke Feddema – Senior Marketing Manager, Sport

Production Company – Revolver/ Will O’Rourke
Matt Devine – Director
Michael Ritchie
Pip Smart
Ian Iveson
Lachlan Milne
Tom Churchill Brown

Post Production: Heckler
VFX Supervisors: Jamie Watson & Tom Corbett
Executive Producer: Bonnie Law
Colourist: Billy Wychgel
Senior Flame Artist: Julian Ford
3D Team: Tim Jarick, Boris Fomin, Jack Scrase, Tim Quarry, Phillip Wang, Nick Kaloterakis
Senior Compositor: Maxence Peillon
I/O Team: Dan Page, Maud Chapuis

Music & Sound: Rumble Studios
Composer: Adam Moses
Music Producer: Michael Gie
Sound Designer: Tone Aston
Audio Post Producer: Katie Harper

Resolution Design

OMD Australia

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