Sometimes the golden betting slip isn’t for you, but for those that you love – at least that’s the message in this whimsical and eclectic dreams and football themed campaign called ‘The Mama’ for French betting brand Winamax.
Rolled out in June to leverage spiking summer soccer interest, the hero spot starts with two men in a flat watching football while a mother gets ready to leave. The son helps the mother with her coat and walks to the door with her – seemingly politely eager to get rid of her so he can watch the match with his mate. But on the way out he hears a goal has been scored and he checks his phone – he smiles as he has won his bet.
His mother enters the elevator, but the son presses the up button instead of down and an adventure ensues as the lift goes violently upwards shaking the walls and homes of the others in the apartment block until it bursts through the roof up into the sky and then crashes into the first class lounge of an airplane where the mother is invited to take a luxury seat.
The copy reads ‘Anything for your mama’ as the conclusion is that the son used his winnings to give his mother what she deserved – a first class, worry free holiday.
The background music, ‘If I Can Dream’, was composed by Walter Earl Brown and performed by Elvis Presley: another man who keenly felt the size of his debt to his mother and this was his first song which was a recording he made for her as a birthday gift.
The spearhead spot was supported by a ‘Making Of’ online video which saw the production team shake things up.
The campaign launched at the end of May to leverage the UEFA Champions League Final, the Euros and Mother’s Day in France. It was created by agency TBWA\Paris and was directed by Sam Pilling with produced by Wanda.
“Ideas this fun and creative are rare, so for me it was important that the picture and acting performances were absolutely perfect,” explained Director Sam Pilling. “This meant working closely with our cast and capturing as much as possible in live view rather than relying on CGI. I can honestly say that this was the most fun I’ve had making a film in the studio.”
The Campaign Was Created For Winamax By A Team At Agency Tbwa\Paris Which Included Client Managers Alexandre Roos, Christophe Schaming, Mathieu Porri, Aurélien Guiglini and Julien Huber, Agency Managers Jonathan Serog and Matthieu Charles , Strategic Planner Basile Viault, Executive Creative Directors Benjamin Marchal and Faustin Claverie, Copywriter Vincent Cusenier, Creative Director Lucie Vallotton , CEO\Head Of TV Production Maxime Boiron and Creative Producer Benoit Duchemin.
The production team at Wanda included Producer Patrick Barbier, Executive Producer Olivier Dubocage, Line Producer Romain Cavagnac, Director Sam Pilling, DOP Kasper Tuxen.
Post-Production was by Clément Pignal and Ellie Johnson at Tenthree, with Shoot Supervisor Carl Norton of The Mill London and 3d Lead Artist Kate Gabriel also of The Mill London.
The Head Of Music and Sound was Olivier Lefebvre with Sound Producers Fabrice Pouvreau and Fanny Mithois, Sound Engeneer Alexandre Robieux, Music Business Affairs Managers Constance Duhourceau and Marion Le Guluche.
Comment:
Betting ads aren’t always this eclectic or esoteric and this campaign offers up a fresh approach to glamorize the dream of winning big.
Leave a comment
You must be logged in to post a comment.