While encouraging you to give a go at gambling, the rock legend does remind you to do it responsibly. So remember, says Simmons to “unplug and spend some time with the people who love you.”
When you think of horse racing, obviously one man comes to mind: Gene Simmons! Ok, so maybe it’s an odd choice to have the Kiss singer and bassist, legendary for his long tongue (like a horse) pitching the ponies and the punters, but it’s all good fun.
Racing and Wagering Western Australia brand TABtouch tapped Simmons to encourage punters to use their ‘Touch’ in a new brand campaign spearheaded by a series of three campaign films from Clemenger BBDO Sydney.
In a reversal of traditional rock stars and fan roles, Simmons becomes a fan of the 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’.
“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,” said Clemenger BBDO Sydney Brendan Willenberg.
“They’re a lot of fun and already doing wonders for the brand.“
“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,” said TABtouch Katie Roberts Head of Marketing.
“Here at TABtouch, we are in the business of entertainment, so who better to front our campaign than the ultimate entertainer Gene Simmons.”
“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,” said Michael Downing, Director at Sweetshop.
“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!”
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 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 House: Rumble Studios
Sound Designer: Tone Aston
Sound EP: Michael Gie
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