UFC fighter Tyson Pedro promotes ‘calculated risks’ in Unibet content series

Online sports and racing betting website Unibet has launched a four-part content series ‘The Calculated Man’ which aims to promote the idea that some risks are worth taking.

Created by Bohemia and Hoozu, the first episode of ‘The Calculated Man’ features mixed martial artist Tyson Pedro as he discusses the calculated risks he has taken in his life and how they have paid off, including choosing fighting over pursuing his traditional education.

Pedro asks viewers “Are you a calculated man like me?” before promoting Unibet with the line “Get the expert edge”.

Other sports stars featuring in the series include Port Adelaide AFL player Kane Cornes, NRL star Corey Parker and Fijian rugby player Lote Tuqiri.

Julian Timmins, head of marketing at Unibet, said in a statement: “What we love about the Calculated Man campaign is that it accurately represents our brand and the key message that we provide players with access to more information, at the same time as having strong visual appeal and production value.”

Mark Graham, head of content at Hoozu, added: “The focus of the video was on distinguishing Unibet from its competitors by highlighting that its players have access to more of the statistics and historical data needed to make an informed bet.”


Client: Unibet

  • Head of Marketing and Promotions: Julian Timmins
  • Marketing Manager: Renee Kraakman

Media Agency: Bohemia

  • Content Director: Kate Kennett
  • Media Manager: Oliver Boyd-Lambert

Production: HooZu Productions

  • Head of Content: Mark Graham
  • Writer and Producer: Mark Graham
  • Director: Jon Baxter & Nick Stevens
  • DOP: Nick Stevens
  • Editor: Jordan Mueller
  • Animation: Shaun Bowden
  • Storyboard: Andrew Harrison

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