This weekend sees legendary Brazilian anchorman ‘Puntinho’ unleashed on the nation. ‘Puntinho’ an effusive, Samba dancing, iPhone-toting, retro football presenter will be proclaiming the benefits of the Racing Post’s revoluçionary football app – Football Bet – in a brand new TV campaign.
The work is Sell!Sell!'s latest campaign for Racing Post. It will run on national terrestrial and digital channels. The campaign will also appear in print, online and ‘@Sr_Puntinho’ will be providing his take on footballing events via twitter.
There are three commercials to enjoy in which ‘Puntinho’ enthuses about the statisticos, results, informaçiones and betting capabilities that are available on the new app.
‘Brazil’ sees our hero in his 70s Sao Paulo studio getting excited about making ‘super-easy-quick bets’.
‘Exercises’ is shot on location with a motley crew of out of shape Brazilian players demonstrating that even while training, it’s possible to make a quick bet.
Finally there’s ‘Bongo’ in which the resident moustachioed percussionist shouts out the product benefits whilst getting lost in a crazy bongo solo.
Louise Agran, Marketing Director at Racing Post said “The launch of our new Football Bet campaign references a forgotten world of sports broadcasting and blends it with the anarchic presence of a retro Brazilian star ‘Puntinho’. The product benefits are communicated clearly and we are confident that this work will stand out and encourage a new generation of Racing Post customers to bet with the app. It's also a clear sign that Racing Post isn't just for racing punters. We our know football too.”
Vic Polkinghorne, Creative Director at Sell!Sell! said “The football betting market is becoming more and more crowded, and we have to cut through against some big-spending competitors. We wanted to create a stand-out idea for Football Bet that has the sheer joy and passion for football running right through it. So we based it in the most joyous football country in the world. Belgium. Okay, no, Brazil.”
The films were directed by Tom King at Gas & Electric. Tom said: “Apart from the great pleasure of directing such strong scripts coupled with the freedom to cast such a fantastic, highly characterful bunch of players, it was a brilliant opportunity to revisit some old analogue techniques in post production courtesy of Framestore.
Having shot on the ubiquitous Alexa camera, we wanted to bring in some individuality and depth to hark back to the pre digital days so after grading ran the films through an old 80’s U-matic machine numerous times and merged the different passes to get the retro feel circa 1978. This enabled us to get the authentic texture of old degradation and flicker from the period and finesse the spots in style.”
Agency: Sell! Sell!
Client: Louise Agran
Brief: Launch Racing Bet Football Bet App
Creative Team: Sell! Sell!
Production Company: Gas&Electric
Director: Tom King
Producer: Douglas Pye
Editor: Alex Emslie Gas&Electric
Post Production: Framestore
Sound Design/Music: Yellow Boat Music
DOP: Marcus Domleo
Media: MGM OMD
Exposure: National terrestrial and digital TV/Print