BMF has launched a second campaign for Sportsbet’s new Cash Out feature.

Sometimes you get that sinking feeling that your team is going to choke. Sportsbet lets you experience the relief of hitting, Cash Out, before the game has ended. It also lets you relieve the angst by cashing out when your team is winning.

In the TVCs called, Break the Tension and The Curse, BMF lets its audiences “experience” what it’s like to experience that relief after giving them a pretty palpable taste of the angst that precedes it.

The new phase of the BMF campaign for Sportsbet follows in the wake of a Bronze Radio Lion at Cannes last month. The thinking behind that creative and the creative work that won is viewable here.

The new radio work consists of three executions – Nigerian Email, Wrong Number & Voodoo, plus digital social and press…

And two 30 second TVCs

“It’s a great and genuinely fun brand to work on. I reckon the punters will get a chuckle out of the latest work,” Cam Blackley, BMF executive creative director, commented.

“Sportsbet is a genuine entertainment company and this innovative new feature takes watching sport and having a punt to a whole new level,” added Dan Lacaze, BMF client services director.

Campaign credits:

Agency: BMF

Executive creative director: Cam Blackley

Art directors: Harry Neville Towle & Helen King

Copywriters: James Sexton & Alex Bolderoff

Strategic planner: David Warren

Client services director: Daniel Lacaze

Account director: Will Woods

Agency producer: Fiona Gillies