WITH PMU, WE BET IN UNISON.
PMU unveils a new brand advertising campaign.
An ode to the great family of horse-racing punters, and an invitation to share emotions.
A TV and digital campaign by Buzzman, available from June 4.
Following its first campaign, “Epic Bets”, which showcases the spectacle of the horse races, and the second, “The Expert”, that put the turfists in the spotlight, PMU wanted to show the transmission between players and their friends. Because PMU is more than a game, it’s a social connector – a passion that births interactions, uniting people across social origins, races and cultures.
To pass on this special taste for horse race betting and prepare PMU’s future, the brand chose Antoine Griezmann as their new ambassador. He carries the campaign and the film, which is an anthem for the great family of gamblers and for what unites them: their passion for the game.
The cult song “Vous les copains” by Sheila, is used as the anthem that unites gamblers. The lyrics are sung in unison by a chorus of all lovers of horse-race betting – from the taxi driver, to Antoine Griezmann, from businessmen and women, to street workers. The energy from these united voices lends the film its power, and shows the emotions that gamblers feel before a race. The grandstands are full. The betting counters are blowing up. The people cry out all together, united by their passion and their desire to win. Except at the finish line, when the winners will scream the loudest.
The campaign is composed of a film cut into 60s, 30s and 25s formats, and is broadcasted on TV and on web from June 4.
PMU operates in the gambling industry. Faithful to its history and proud of its mission, PMU promotes sagacity and creates emotions as well as social links, in a responsible and trusting environment.
Its main activity is to commercialize a wide range of bets on horse races in France (via its network of 13,200 outlets, in the French racetracks or on the Internet) and internationally (with more than 100 partners in 58 countries). As a major element of its identity, offline horse racing betting in its outlets throughout France constitutes nearly 85% of its stakes. In addition, the company has also developed and strongly consolidated in 2020 and early 2021, an attractive and differentiated online betting offer which now represents more than 15% of its stakes. PMU also diversified into sports betting and poker when the online gaming market was opened to competition in 2010.
Its net result was € 650 million euros in 2020 and is fully redistributed to the French horse racing associations which are organizing the races. PMU is responsible for financing the French horse racing industry, in order to ensure its sustainability and its direct and indirect jobs. Its 1,200 employees are spread over 23 sites in mainland France and overseas.
Buzzman, voted “Best International Small Agency of the Year award” in 2011 by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016, “New Model of Creative Agency” (elected by advertisers) in 2017, “Advertising Agency of the Decade” in 2020 at the Agencies of the year Award and “Most French Creative Agency” in 2019 by BVA Limelight consulting, is an advertising agency creating innovative concepts that go beyond traditional advertising.
In 2016, Buzzman created Productman, its innovative products and services creation studio, communicators, and business generators.
Winning for several consecutive years at international well-known festivals (D&AD, Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the most creative agencies in Europe, with clients such as BURGER KING in France, Belgium, Russia and Switzerland, IKEA, Boursorama Bank, Direct Assurance, Hippopotamus, PMU, Mondelez (Oreo, Milka), easyJet, L’Oréal (Puma Fragrances), Little Big Change (ONTEX), Huawei, NRJ Mobile, Jennyfer, Starwax, BMW…
Managing Director Cyril Linette
Marketing Director Emmanuelle Malecaze-Doublet
Products & Brand Director Timothée Loizeau
Head of Advertising Sophie Andreani
Head of Media Division & Development Martin Terrier
President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Julien Doucet & Lilian Moine
Art Director Julien Doucet
Copywriter Lilian Moine
Deputy Managing Director Florent Kervot
Account Director Clément Chagnaud
Account Executive Alexane Chauvin
Head of Strategic Planning Clément Scherrer
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Head of TV Production & Art Buying Vanessa Barbel
TV Producer Ayman Jaroudi
Post Production Mathematic
Producer Erinn Guillon
Sound Production The
Director Martin Kalina
Musique Supervisor Fred Schindler