Gene Simmons returns to screens in new TVCs for TABtouch via Clemenger BBDO, Sydney
A new TVC developed by Clemenger BBDO Sydney is set to amuse viewers and aims to position Racing and Wagering Western Australia’s TABtouch as the wagering partner of choice. In the next instalment of ‘The Touch’ campaign, Gene Simmons will again grace Aussies’ screens and interrupt the daily lives of ordinary punters.
Earlier this year, Racing and Wagering Western Australia’s TABtouch launched ‘The Touch’ brand campaign with Clemenger BBDO Sydney which featured seven-foot-tall rock-legend Gene Simmons ripping out 80s anthem, “You’ve Got the Touch”, to a variety of unexpected punters.
Now, with the 2022 FIFA World Cup approaching, and as Aussies prepare for the Spring Racing season, TABtouch is again positioning itself as the wagering partner of choice through another funny TV advertisement.
Simmons will return to screens and visit ordinary punters in unanticipated moments: from waking up a punter for a 3AM soccer match to assisting a couple with their pre-Race Day glam, Simmons will remind punters that they’ve got ‘The Touch’.
Clemenger BBDO Sydney’s chief executive officer, Brent Kerby, has underscored that a collaborative relationship with TABtouch has allowed them to play up personality in the next instalment: “The first instalment of this campaign was to establish a new tone and personality for the TABtouch brand. This latest work extends this. With Gene as our comedic foil, we are able to cut-through in what is a highly competitive market.
“The TABtouch team is enthusiastic for the work to stand out, so this campaign will continue to push further as it evolves.”
Says Katie Roberts, head of marketing, TABtouch: “Working alongside Clemenger BBDO Sydney, we’ve successfully built a campaign that will undoubtedly amuse and delight viewers.
“We’re thrilled to launch another advertisement that brings some much-needed fun to screens across Australia, and will build on the success of the previous instalment.”
Launching on August 21, 15 & 30-second TVCs will be running nationally on Sky Racing, and in Western Australia on subscription and free-to-air TV, Print, Out of Home, Digital and Radio.
Client: TABtouch
Chief Wagering Officer: Michael Saunders
Head of Marketing: Katie Roberts
Brand and Marketing Manager, Wagering: Brian Murphy
Marketing Campaign Team Lead, wagering: Claire Rocca
Creative Agency: Clemenger BBDO Sydney
Production company: Sweetshop
Sound: Rumble Studios
Editors: The Editors
Media Agency: The Brand Agency
Head of Media and Analytics: Angela Naaykens
Media Planner: Luke Marsala
Media Trading Manager: Daniel Sloan
Senior Media Technologist: Morgan Bland
Media Coordinator: Jovana Maletic
9 Comments
So glad that this isn’t being done by a WA agency – but it should be.
Is it just me or is there a growing trend to mock your core customers in the gambling category? TABTOUCH? Sportsbet? LottereeWest? Others? All seems to make the customers out to be a little unusual. Come on strategists give me a direction if you can?
Can someone please explain the link between Gene Simmons and gambling?
Kiss have a song called “Magic Touch” and the campaign line is “You’ve got the touch”
I don’t understand how Gene Simmons is relevant to AUSTRALIAN SPORTS betting or why as a member of KISS. This whole concept has been constructed to crowbar the song into the ad (which isn’t even a KISS song). Not good enough.
You could overlook that if it was FUNNY – but it’s just not. Simmons’ performance is so uninspired.
This campaign is so frustrating to see.
The brief to agencies during the tender process was that Tabtouch is all about WA and their audience are experienced betters with a high level of knowledge in their chosen sport. To see them working with a non-WA agency to produce this *out of touch* creative is so disrespectful to their main audience and alienates the younger generation who either don’t know who Gene Simmons is or don’t care.
I am a huge KISS fan, however, if you’re a KISS fan you know how much Gene and Paul are not overly fond of gambling, the irony of the ad is uncanny. Whilst they have a song on their Dynasty album “Magic Touch” it was never popular and hardly a reason to connect the campaign message “You’ve got the touch” with the band or Gene for that matter. My thoughts are KISS are retiring maybe its time to pivot into advertising campaigns to continue to remain relevant perhaps? Either way I think this campaign has missed the mark…
“I won’t get out of bed for less than… Oh, I don’t have too. Great!
it was poor to start with so let’s double down.
no relevance, annoying. off brand. don’t care where the ad was produced. it’s a marketing fail.