A couple of Aussie mates stand on a beach gazing out to sea. Foreboding music plays as ominous shapes begin to appear on the horizon. One of the guys takes out a pair of binoculars. ‘What do you see?’ his mate asks…. ‘Americans’, he replies.
This is the beginning of M&C Saatchi’s commercial announcing TAB’s new US Sports programming. And the film becomes even more fun from that point.
The commercial, the first project to be directed by Nick Kelly at his new operation MOFA, shows the lengths that fans will go to in order to experience TAB’s US Sports offering. A flotilla of hardcore American sports fans flocking to Aussie shores creates a sense of the energy, hype and theatricality that is so synonymous with these sporting codes.
“This is a big entertaining campaign to herald an incredible set of partnerships that TAB has struck to bring value to a whole new set of sports nuts. It was a highly ambitious shoot and a lot of fun to make with the talented Nick Kelly of MOFA fame,” stated Cam Blackley, chief creative officer, M&C Saatchi
“US Sports are the fastest growing codes in the wagering category and so it’s important for us to provide content, products and experiences that meet the demands of Australian fans. This campaign does a great job of showcasing our best in-market offering, while, amplifying the fandom that is so unique to US Sports,” added Luke Waldren, executive general manager marketing, customer & product, TAB.
The campaign will run TV, digital, social and in-venue media.
Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Chris Cheeseman
Creatives: Nicole Conway, Tim Batterham, Chris Cheeseman & Cam Blackley
Acting Head of Strategy: Nick Jacobs
Group Managing Director: Russell Hopson
Group Head: Emma McJury
Senior Account Director: Charlotte O’Brien
Account Manager: Kurt Griffin
Project Director: Dean Trendler
Head of TV Production: Loren August
Senior TV Producer: Sarah Cowan
Executive General Manager – Marketing, Customer & Product: Luke Waldren
General Manager – Brand, Marketing & Content: Kent Madders
General Manager – Media & Sponsorship: John Vellis
Senior Marketing Manager – Sport: Luke Feddema
Marketing Managers – Sport: Will Evans & David Marsh
Marketing Coordinators – Sport: Michael Nicholson & Edward Keir
Production Company: MOFA
Director: Nick Kelly
Executive Producer: Llew Griffiths
DOP: Campbell Brown
Ediingt: Bernard Garry @ The Editors
Post Production: Resolution Design
VFX Supervisor: Tim Dyroff
Colourist: Matt Fezz
Flame Artists: Stu Cadzow & Tim Hannah
Sound & Music House: Rumble Studios
Sound Designer: Tone Aston
Composer: Jeremy Richmond
Sound & Music Producers: Katie Harper & Michael Gie
Media: OMD Australia