Sportsbet’s latest Australian campaign features Aussie larrikin and Wheelie Bin Sprint Champion Gary Flynn introducing the integrated ‘Elite Average Games (EAG)’ marketing initiative.
Building on last year’s comic commercials and again featuring the voices of sports broadcaster James Brayshaw and comedian Nick Cody, this year’s EAGs include Paper Toss, Rhythmic Spillnastics, Beach Shade Wrestling, Reverse Park, Dog Ball Throw and Bindi Walk.
Developed by the Flutter Entertainment owned gaming company’s in-house team in harness with production partner Palomina, the 2021 EAG sees the Paper Toss elevated to a basketball style event (with a cameo by basketball legend Andrew Gaze), while Rhythmic Spillnatsics offers a floor style gym performance complete with holding four drinks, Beach Shade Wrestling sees a wrestler on a mat grappling with folding up a beach shade, plus Reverse Park involves ‘ute’ and jet ski’ reverse manoeuvres.
The new campaign, the second iteration of the EAG, introduces six new everyday average sporting events and locations and spans 11 brand and product television and online ads, with social, radio, OOH and press support.
The campaign began with an initial set of four films led by a hero brand spot called ‘Elite Average Spirit’ and supported by ‘Same Multi-Game, ‘Rhythmic Spillnastics’ and ‘Paper Toss’ spots.
The spots began rolling out weekly on free to air and pay television, as well as digital from 28 February
Sportsbet Head Of Brand Advertising Jason Thatcher commented: “We always aim to connect with our audience through fun and humour. And there’s no better way to deliver that message than with our Elite Average Games campaign, which celebrates everyday
Aussies performing in everyday events on the big stage, showing us how to make it look easy with Sportsbet.”
“For the second year running that global sporting event with the rings we’re not allowed to mention by name could be cancelled, so we didn’t think twice about bringing back the Elite Average Games and increasing Australia’s quota of gold medals,” added Sportsbet Creative Director Rambo Goraya. “Others may opt to wheel out Hollywood A-listers but the sight of Fabian Frotheez wowing the crowd in the Rhythmic Spillnastics and signing Wheelie Bin champ Gary Flynn as a Sportsbet ambassador felt more our speed. A big congrats to all our Elite Average Games’ champions. They’re the real stars.”
Tim Hernadi, GM of Marketing at Sportsbet said: “Sportsbet loves to hero the everyday legend and 2020’s Elite Average Games proved extremely relatable and popular not only with our target audience, but those outside of it as well. It’s big and engaging but most of all it underlines the Aussie fun and spirit of just having a crack.”
The tongue-in-cheek spots will be aired across various channels for up to 12 months.
The campaign was created for Sportsbet’s Chief Marketing Officer Mark Migliorini through an in-house team which included Group Manager of Marketing Tim Hernadi, Head of Brand Jason Thatcher, Head of Partnerships and Content Kathy Schokman, Head of Content Production Dan Atkins, Creative Director Raman Goraya, Copywriters Chris Chard, Shaun Conroy and Hammy Goodman, Campaign Manager Olivia Ferrary and Campaign Manager Isaac McCallum.
Production was handled by Palomina with Production Producer Kate Merrin, Brand Producer Rachel Gilkison, Director Matt Weston, DOP Marty Smith, Production Designer Lucinda Thompson and Editor Jon Holmes.
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