Bet365 celebrates new creative platform with extraordinary TV campaign

| By iGB Editorial Team

Betting giants mark the return of Premier League action with brand-new global “Never Ordinary” campaign.

The campaign may have kicked off with a TV advert ahead of Burnley’s fixture against Manchester City, but it is curling that is celebrated in the reel, with a seemingly average curling throw triggering a cultural phenomenon. In a series of epic occurrences, the sport is instantly elevated to the point where curling mania takes over the world. 

From the stadium to the streets, and from TV stations to tattoo parlours, thrilling celebrations fill the screen in a manner that evokes the feeling and essence that Bet365 portrays. 

And so begins the concept of Never Ordinary.

Commenting on the advert, Bet365’s global head of brand marketing, Chloe Shrubb, said: “The in-play betting experience is something that Bet365 has, and always will, excel at. The sentiment behind this campaign is essentially a reminder for everyone that Bet365 stands out from the crowd. It’s unique in so many ways and it’s absolutely Never Ordinary.”

Created by Drummond Central and Bet365, the brand advertisement features a 60-second cinematic introduction and was filmed in-studio and on location in Madrid, Barcelona and LA, over 21 days.

Drummond Central creative director, Kevin Lynn, said: “Bet365 wanted a fresh new look and feel, something we were fully on board with. It’s a concept based on a brilliantly simple idea – any sport can have an amazing moment. We wanted every sport to feel as epic as the Premier League, NFL or NHL.” 

The creative platform of Never Ordinary doesn’t stop at a brand ad. Every touchpoint will bring Bet365’s new concept to life including, but not limited to, digital channels, our app, social media platforms, sponsorship and partnership assets, our customer communication and of course TV. 

Bet365 is also proud to incorporate responsible gambling into the new Never Ordinary creative platform. The company will continue with its PLAY SAFE | Bet365 campaign but has produced a standalone advert within the Never Ordinary environment to fully support its responsible gambling message. 

Alex Sefton, Bet365’s chief marketing officer, finished with: “We are really excited to share Never Ordinary with the world. It’s an exciting change for Bet365 and one which celebrates our strengths and direction we’re heading in.” 

Never Ordinary will run above the line in multiple markets including the UK, Ireland, Denmark and Sweden from 11 August. The campaign will run below the line globally, appearing online, in communications and across digital.