Whybin's first Tabcorp work continues where BWM left off

By Amy Kellow | 11 September 2013
TAB's 'Hula' TV spot by Whybin TBWA Sydney.

Whybin TBWA Sydney has revealed its first work for TAB, building on the 'How's Your Form?' positioning. It's quite similar to BWM's work for the brand and represents an evolution from the work done by the former regime, rather than a revolution, said the agency.

The blokes remain in their natural environment, the TAB. Their budding bromance is nurtured by winning odds and it's slo-mo celebratory hand gestures all round as the winning pair dance their way to the cash register.

It's not a massive departure from BWM's work for the betting firm and Whybin Sydney CEO Paul Bradbury admitted it was an "evolution" of TAB's campaign.

"TAB established a platform last year and we're continuing to establish that platform. It's the next evolution."

The campaign is led by two TV spots, 'Robot' and 'Hula', and will be supported by out-of-home, print, digital, radio and in-store executions.

Whybin TBWA won the TAB business from BWM in June this year, following a five-way pitch between BMF, DDB and M&C Saatchi. The agency also has the creative account for Tabcorp-owned online betting company Luxbet.

General manager marketing communications of the betting company said Glen Lee said: “Sociability remains at the core of the TAB brand and as market leader we have license to claim ownership of celebrating winning moments with mates.

"Many of our competitors simply cannot deliver this emotional connection, merely shouting functional or price-based offers. The campaign leverages TAB’s unique assets: our venues, our staff, real life spontaneous celebrations, and is accompanied by our signature ‘Magic Moments’ soundtrack.”

What do you think of the new work? Let us know your thoughts in the comments below.

Whybin's TAB work:

BWM's TAB work:

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus