NBA legend Shaquille O’Neal gave a glimpse into his luxurious and busy life in a campaign for online bookmaker PointsBet.
The ads show O’Neal showing off his superior skills by waking up in a vintage 1970s Camaro, playing golf and getting a massage while using the PointsBet app. Each place ends with the line “It’s easy to bet anytime, anywhere with the PointsBet app”.
As the winter sports season kicks off in Australia, O’Neal and PointsBet will take on Mark Wahlberg and his recent appearance in the local Ladbrokes campaign.
PointsBet’s campaign originates from creative agency Gravity Road, which was named to PointsBet’s US account in 2019 and extended its mandate to global creative work in 2020. Creation is not an adaptation of an international campaign and will only air in Australia.
“Betting on sport or running is above all about having fun and being entertained. We wanted our new branding campaign to be fun and entertaining as well, and for Shaquille’s larger-than-life personality to shine through, ”said Andrew Fahey, Marketing Director of PointsBet.
“After completely rebuilding our application using the most modern technologies and design practices, we are receiving consistent feedback from customers on the speed and ease of our application, which is why ‘Its Shaq- ing Easy with PointsBet ”was chosen as the campaign theme. We can’t wait to see all the commercials on the market and we are sure bettors will enjoy watching them. “
Gravity Road co-founder Mark Boyd added, “The combination of the PointsBet team and Shaq was always going to achieve this. We are excited to launch with one of Australia’s great business success stories.
Alongside the five TVCs, there will be a major digital marketing campaign, involving over 1,000 assets featuring O’Neal, tailored to their digital environments. Half Dome has been named PointsBet’s digital media agency and will lead the digital push.
The written press and the radio will supplement the executions of the campaign.
Half Dome Managing Partner Joe Frazer said, “We are excited to be working with PointsBet and supporting the brand’s upcoming campaign. With Shaq as our Ambassador, we know this will be a sure-fire winner and we are excited to be working with the team as they continue to expand globally.
Andrew Fahey – Founder and Marketing Director
Yuta Kobayashi – Head of Brand and Advertising
Jamie Coombes – Chief Digital Officer
Mark Boyd – CEO and Founder
Ruairi Curran – Chief Strategy Officer
Seb Royce – Executive Creative Director
Alex Preece – Head of Influence and Publishing
Bill Wright – Creative Director
James Dawson – Creative Director
Veronica Saez – Production manager
Perkinson Page – Account Director
Oliver Aucamp – Account Manager
Emma Peter – Executive Producer
Robyn Nagorsky – Producer
Harriette MacNaughton – Producer
Claire Clayton – Producer
Nancy Espinal – Commercial Affairs
Brendan Gibbons – Director
Stephen Orent – Founding Partner
Michelle Towse – Partner / Execution
Aaron Rosenbloom – Producer
Maggie McDermott – Producer