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A couple of Aussie mates stand on a beach gazing out to sea. Foreboding music plays as ominous shapes begin to appear on the horizon. One of the guys takes out a pair of binoculars. ‘What do you see?’ his mate asks…. ‘Americans’, he replies.

Thus begins the hero piece of film content developed by TAB’s creative agency M&C Saatchi Sydney, in what transpires to be an epically uplifting celebration of TAB’s new US Sports offering and the desirability it holds for sporting fans.

With partnerships across the NFL, MLB and NBA TV and backed up by a best in category app and venue vision offering; exclusive content and product including Same Game Multi, TAB is without doubt the most desirable destination for US Sports fans in Australia.

This is dramatically emphasised in the main film, the first project to be directed by Nick Kelly at his new operation MOFA, by showing the lengths that fans will go to in order to experience TAB’s US Sports offering. A flotilla of hardcore American sports fans flocking to Aussie shores which creates a spectacle of the energy, hype and theatricality that is so synonymous with these sporting codes.

Cam Blackley, chief creative officer, M&C Saatchi, said: “This is a big entertaining campaign to herald an incredible set of partnerships that TAB has struck to bring value to a whole new set of sports nuts. It was a highly ambitious shoot and a lot of fun to make with the talented Nick Kelly of MOFA fame.”

Executive general manager marketing, customer and product, TAB, Luke Waldren, added: “US Sports are the fastest growing codes in the wagering category and so it’s important for us to provide content, products and experiences that meet the demands of Australian fans. This campaign does a great job of showcasing our best in-market offering, whilst amplifying the fandom that is so unique to US Sports.”

The campaign will be live across TV, digital, social and in-venue media.