The TAB has launched a new positioning via the handiwork of its new creative partner Y&R NZ.
Marketing, advertising & media intelligence
Right in time for the gambling rush that annually coincides with the Melbourne Cup, TAB has launched a new campaign via Sugar & Partners that features a group of friends seated on a flying rollercoaster. And while this might sound like an aptly terrifying metaphor to accompany the ups and downs of gambling, the characters depicted in the 45-second ad seem to enjoy the trackless journey through the sky.
AIG, Cavalier Bremworth and TAB shoot, score.
A sword on each shoulder for Sky, TAB and The Great Food Race.
Skill and luck in equal parts: Sugar & Partners straddles the moral line with TAB 'Triple Trio' spot
TAB's new spot, starring a rugged John Leigh, straddles a risky moral line by claiming that the Triple Trio betting initiative requires a combination of both skill and chance. PLUS: find out which Australian ad agency turned its back on the gambling industry.
Flying with Coke, writhing in cash and playing with money.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
After saying goodbye to BNZ, 'recalibrating' the agency and adding a couple of ex-Ogilvy chaps to its creative arsenal, Sugar&Partners had plenty to contend with this year. But it took it in its stride and released some quality campaigns for TAB, new challenger telco Flip and, slightly controversially given its similarity to a popular cat video, Mammoth Insulation. Dave Nash and Damon O'Leary sum up their 2012.
A plethora of televisual commercial messages that caught our attention this week, with New World, TAB, New Zealand Herald, Alzheimers New Zealand, Freeview and Max all receiving a metaphorical $20 meatpack.
The newly rebranded Sugar & Partners announced the addition of Dave Nash as a creative partner a couple of days ago. And it has just launched a new campaign for the TAB that has continued on from last year's successful 'Your Call' campaign (which included the best example of psychic poultry the world may have ever seen) with a new effort that aims to show the 'weekend's for calls'.
Given the unexpectedly small one-point gap on Sunday night—and the fact that the final was the biggest ever event in the TAB's betting history with over $3 million wagered—the TAB will probably do quite well out of the RWC final. But, much more importantly, its 'prediction chicken' has been shown to have verifiable soothsaying skills.
They take you on that journey’: Briscoe Group’s Fiona Stewart on partnering with Data Insight to deliver tangible business results
DDB NZ turns the tables to try and up the donations for the Coastguard's MayDay appeal; Colenso releases its first TVC for Westpac and keeps fighting the good fight for Amnesty International; the eyes have it in Saatchi & Saatchi's latest NZ Army campaign; professional meets amateur in Publicis Mojo's print ad for Panasonic's new Lumix camera; TAB and Sugar follow up with another bad call; and a great new Cadbury Glass and Half Full production out of South Africa.
Who's it for: Speight's by Shine and Curious Film. Why we like it: Inept, high-maintenance and presumably well-moisturised city-slickers head to the hills for some toughening up. And who better to whip them into shape and enhance their gradually decreasing manliness than a strong, silent, Speight ...