Fun bets ahead with TAB’s latest campaign

EditorTVCs, News Make a Comment

AUCKLAND, Today: TAB is kicking off a fresh campaign and brand platform, crafted by top advertising agency Special. This refreshed brand introduces a creative platform aimed at reshaping and modernising how Kiwis see betting, TAB, and racing.

Centred on the concept of having a hunch, it invites New Zealanders into a racing and sporting wonderland, urging them to Get your bet on.

Featuring a reimagined version of Wet Wet Wet’s ‘Love Is All Around,’ now ‘Hunches All Around Me,’ the campaign’s soundtrack adds a humorous twist to the excitement of racing and sports.

Special handled strategy, creative, and development, with Finch and Blockhead as production partners.

“We’re excited to be part of the evolution of such an iconic NZ brand, that’s been such an important part of the racing and sporting landscape for more than 70 years.” – Tony Bradbourne

Mel Kenneday, Chief Marketing Officer for Entain Australia and New Zealand, said: “TAB has been a historic component of racing and sports in New Zealand since 1950 – now our new marketing drive will reflect a more modern and relevant brand and ensure we can continue to champion the racing and sporting industry across Aotearoa for years to come.”

Tony Bradbourne, Founder and CEO of Special, added: “We’re excited to be part of the evolution of such an iconic NZ brand, that’s been such an important part of the racing and sporting landscape for more than 70 years. We want to create more appeal and get more Kiwis to back themselves – and follow their hunch.”

The new-look betting platform offers a range of features for TAB punters, along with improved harm minimisation tools to keep betting fun.

This fully integrated campaign hits TV, radio, print, OOH, social, and digital media starting 2 June 2024.


Chief Executive Officer of Entain Australia and New Zealand: Dean Shannon
Chief Marketing Officer of Entain Australia and New Zealand: Mel Kenneday
General Manager Marketing NZ of Entain New Zealand: Pip Eriksen
Senior Manager: Brand of Entain New Zealand: Hannah McLean

Creative Chairman, CEO: Tony Bradbourne
Executive Creative Director: Stu Mallarkey
Group Creative Director: Matt Simpkins
Senior Art Director: Kim Scott
Chief Strategy Officer: Rory Gallery
Group Strategy Director: Josh Taylor-Dadds
Lead Business Partner: Zoe Alden
Senior Business Manager: Jeremy Sinniah
Senior Producer: Liz Garneau

Client Service Director: Jono Sorensen
Group Strategy Director: Amy Greene
Group Business Director: Sian Kitchen
Business Manager: Nina Minogue
Junior Planner Buyer: Lily Tootill
Junior Planner Buyer: Ruby Bridges

Director: Alex Roberts
Managing Director/EP: Corey Esse
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Yolande Dewey
Casting: Catch Casting
Cinematographer: Andrew Commis
Production Designer: Jon Lithgow/Neville Stevenson
Editor: Luke Haigh
Colourist: Pete Richie
VFX Post Production: Blockhead VFX

Liquid Studios
Sound Producer: Tamara O’Neill
Sound engineer: Craig Matuschka
Music arrangement: Pete Van Der Fluit
Music Supervisor: Karyn Rachtman, Mind Your Music

Photographer: Steve Boniface

Retouching: Cameron Jones

About TAB
TAB has been a cornerstone of New Zealand’s racing and sports scene since 1950. The Totalisator Agency Board (TAB) was born and as the world moved and changed, so too did the TAB. Sports betting, websites, apps, products, services and features were all introduced and improved for New Zealand punters, and the brand has been a household name throughout.

On June 1 2023, a strategic partnership was established, and the TAB brand became part of the powerhouse of offerings from Entain Australia and New Zealand.

 About Entain
Entain Australia and New Zealand is the home of Ladbrokes, Neds, Entain Venues, TAB and Trackside, a diverse group of brands created and driven by our region’s best talent. Entain is one of the world’s largest sports betting and gaming groups that is constantly working to provide a richer and more engaging experience for its customers.

Share this Post