A US Sports Fan ‘Flotilla’ Flocks To Australia In New TAB Campaign By M&C Saatchi

A new campaign, called ‘Flotilla’, from Australian betting brand TAB and creative agency M&C Saatchi Sydney celebrates the gaming company’s new US Sports offering.


The campaign, led by a celebratory television spot, promotes TAB’s fresh range of US sports partnerships spanning NFL, MLB and NBA TV supported by a self-described ‘best in category’ app and venue vision offering. The exclusive content and product includes ‘Same Game Multi’ and aims to restate TAB’s position as ‘the most desirable destination for US Sports fans in Australia’.


The campaign is spearheaded by a hero film featuring a flotilla of committed American sports fans sailing for Aussie shores in a dramatic spectacle of the energy, hype and theatricality – to reflect the approach of these sports themselves.


The launch spot shows the lengths that fans will go to in order to experience TAB’s US Sports offering.


It opens with a couple of Aussie sports lovers stand on a sea shore staring out to sea, ominous shapes appear on the horizon as foreboding music strikes up. One of the locals pulls out a pair of binoculars and his friend asks ‘What do you see?’ and his friend answers simply ‘Americans’.


The campaign runs live across TV, digital, social and in-venue media.



The film was created by TAB’s regular creative agency M&C Saatchi Sydney and was directed Nick Kelly at his new production outfit MOFA, while media was handled by OMD Australia.


M&C Saatchi Chief Creative Officer Cam Blackley commented: “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.”


TAB Executive General Manager Luke Waldren added: “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, whilst amplifying the fandom that is so unique to US Sports.”


The campaign was created for TAB’s Luke Waldren (Executive General Manager Marketing, Customer & Product), Kent Madders (General Manager Brand, Marketing & Content), John Vellis (General Manager Media & Sponsorship), Luke Feddema (Senior Marketing Manager Sport), Will Evans (Marketing Manager Sport), David Marsh (Marketing Manager Sport), Michael Nicholson (Marketing Coordinator Sport) and Edward Keir (Marketing Coordinator Sport) by M&C Saatchi Sydney.


The creative agency team included Chief Creative Officer Cam Blackley, Creative Director Chris Cheeseman, Creatives Nicole Conway, Tim Batterham, Chris Cheeseman and 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 and Senior TV Producer Sarah Cowan.


The production company was MOFA with Director Nick Kelly, Executive Producer Llew Griffiths, DOP Campbell Brown, with edit handled by Bernard Garry of The Editors, post production by Resolution Design with VFX Supervisor Tim Dyroff, Colourist Matt Fezz, Flame Artists Stu Cadzow and Tim Hannah, plus sound and music by Rumble Studios with Sound Designer Tone Aston, Composer Jeremy Richmond and Music Producers Katie Harper and Michael Gie.







M&C Saatchi Sydney




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