TABtouch enlists rocker Gene Simmons in new brand platform via Clemenger BBDO, Sydney


Racing and Wagering Western Australia brand TABtouch and global rock music legend Gene Simmons are encouraging punters to use their ‘Touch’ in a new brand campaign spearheaded by a series of three TVCs from Clemenger BBDO Sydney. This is the first major campaign since TABtouch moved from The Brand Agency to Clemenger BBDO Sydney following a pitch in June last year.


‘The Touch’ campaign heroes the passion of TABtouch customers who believe they have the knack of picking a winner – and reminds them to use it wisely with the help of the iconic rocker from KISS.

In a reversal of traditional rock stars and fan roles, Simmons becomes a fan of lead character, an everyday TABtouch punter (sport/racing whisperer).

Simmons’ theatrical appearances see him appear before the Whisperer at unexpected moments to belt out a reworked version of ’80s Stan Bush hit, ‘You’ve got the touch’.

The Racing and Sport spots see the punter displaying their knack for racing and sport before being interrupted by The Demon as he serenades them with the over-the-top anthem.

The series culminates with ‘Unplugged’, where Simmons’ reminds our punters that even those with ‘The Touch’ should gamble responsibly – and not at the expense of spending time with people they love.

Says Brendan Willenberg, ECD, Clemenger BBDO Sydney: “When TABtouch came to us with the brief to go big, we took them literally by getting the seven-foot Gene Simmons to rip out an old 80s anthem that worships the punter. They’re a lot of fun and already doing wonders for the brand.“

Says Katie Roberts, head of marketing, TABtouch: “We’re thrilled to be launching our new ‘The Touch’ brand campaign together with the Clemenger BBDO Sydney team who have built on the equity of TABtouch to bring some fun and excitement to the brand. Here at TABtouch, we are in the business of entertainment, so who better to front our campaign than the ultimate entertainer Gene Simmons.”

Says Michael Downing, director at Sweetshop: “These scripts had me with ‘that’s not a horse mate, that’s Gene Simmons from KISS’. This is the comedy I like to do. Smart, reality-based ideas with Gene Simmons. In a pub. With a chicken parmie. Ordinary folks trying to go about their day and when juxtaposed with the Glam Rock world they ignite a quiet explosion of comedy. And then there’s Dene the Head Banger who lives in his Mother’s basement. That’s actually me!”

The campaign is running nationally on Sky Racing, and in WA on subscription and free to air TV, print, OOH, digital and radio – with more spots coming in the future.

In addition to the TVCs, Clemenger BBDO has refreshed TABtouch’s brand design to ensure it is distinct and modern with a bold new visual identity to be used across audience touch points.

General Manager: Wagering Michael Saunders
Head of Marketing: Katie Roberts
Wagering Brand, Marketing and Sponsorship Manager: Brian Murphy
Wagering Marketing Campaign Lead: Claire Rocca

Clemenger BBDO Sydney
Executive Creative Director: Brendan Willenberg, Darren Wright
Creative Director: Roy Leibowitz
Creative Director: Chris Wilson
Head of Integrated Production: Claire Bisset
Executive Producer: Nick Canham
Client Services Director: Jade Clark
Senior Designer: María Fernanda Ancines
Senior Account Director: Adriana Robbins
Account Manager: Athina Bambaliaros
Creatives: Rowan Foxcroft, James Beswick

Production company: Sweetshop
Director: Michael Downing
Managing Director: Edward Pontifex, Sweetshop Australia
Managing Director: Jeff Miller, Sweetshop USA
Managing Director: George Meeker, Sweetshop USA
Executive Producer: Greg Fyson
AU Producer: Helen Morahan
US Producer: Mark Conley
Staff Production Manager: Ian Jameson

Sound: Rumble Studios
Sound House: Rumble Studios
Sound Designer: Tone Aston
Sound EP: Michael Gie

The Editors
Editor: Stuart Morley
Producer: Liv Reddy
Assistant Editor: Grace O’Connell
Colourist: Fergus Rotherham
Flame Artist: Andy McKenna
Flame Artist: Stu Cadzow

Black Madre Studio, Sāo Paulo
Creative Director: Andre Maciel
Illustrations Production Agency:
Create Agency, Amsterdam
Producer: Arnold van den Berg

TABtouch enlists rocker Gene Simmons in new brand platform via Clemenger BBDO, Sydney TABtouch enlists rocker Gene Simmons in new brand platform via Clemenger BBDO, Sydney TABtouch enlists rocker Gene Simmons in new brand platform via Clemenger BBDO, Sydney