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B&T > Campaigns > Sportsbet Celebrates Those Who Have A Crack In Latest Spot
Campaigns

Sportsbet Celebrates Those Who Have A Crack In Latest Spot

Staff Writers
Published on: 7th March 2025 at 1:01 PM
Edited by Staff Writers
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Sportsbet has launched a new campaign that celebrates Aussies who ‘have a crack’ – not just on the Sportsbet app, but in many aspects of their daily lives.

The campaign, which went live during the NRL season opening matches in Las Vegas, was written by Sportsbet’s internal creative team and brought to life by Director Julian Lucas and production agency Palomina.

“Aussies love getting out there and having a crack. Whether it’s ordering something that isn’t butter chicken, a ridiculous shot at goal from the boundary at a local footy game or starting their own mullet hairdresser business – the willingness to try something new is part of the Aussie spirit and is celebrated whether they succeed or fail,” said Sportsbet creative director Callan McKean.

“This campaign really resonates with my style of humour and the way I love to direct performances – sharp, natural, and full of character. I’m so happy with how it’s all come together and to do it with such an incredible cast and crew who brought real energy and humour to every scene,” said director Julian Lucas.

The campaign, which features across TV, radio and social, shows a range of Aussies attempting some of life’s easy – and not so easy tasks – with Sportsbet celebrating them by being ‘proud supporters of those who have a crack.’

“This is my first attempt at writing a campaign press release like this, so, as you can see, we really do embrace the spirit of having a crack at Sportsbet,” said McKean.

Credits

Client/Creative: Sportsbet

Chief Marketing Officer: Mark Migliorini

GM Brand, Advertising & Content: Kathy Schokman

Head of Brand, Advertising & PR: Yuta Kobayashi

Brand Manager: Allison Tall

Campaign Manager: Tayla Petty

Head of Production: Dan Akins

Executive Creative Director: Rambo Goraya

Creative Director: Callan McKean

Senior Creatives: Shaun Conroy & Nick Weller

Creative: Jamie McGloin

Director: Julian Lucas

Producer: Rachel Gilkison

Executive Producer: Kate Merrin

Director of Photography: Simon J Walsh

Production Designer: Ella Carey

Costume Designer: Fior Lemke

Hair & Make Up Designer: Lin Parups

SFX Make Up: Liz Sharp

Casting: Northside Casting

Offline Editor: Michael Houlahan @ The Institute of Post

Online Editor / VFX: Eugene Richards @ Parallel Post

Colourist: Martin Greer

Sound Design: Bang Bang Studios

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TAGGED: Sportsbet
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Aimee Edwards
By Aimee Edwards
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Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

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