The start of the new Premier League season also saw the launch of bet365’s new ‘Breaking News’ campaign, which debuted ahead of Friday’s Premier League opener between Manchester United and Fulham.
A continuation of last year’s ‘Never Ordinary’ campaign, the advert is set in a newsroom where the presenters bring updates from a “flurry of freakish sporting moments” all happening at the same time.
🕸️ "He's volleyed it in from the Spidercam!"
— bet365 (@bet365) August 18, 2024
Whatever the moment, it's Never Ordinary at bet365. pic.twitter.com/dMRo8XTW1c
The improbable events include a footballer scoring a goal while hanging on the spider cam above the pitch, a tennis player returning the ball from row six and a cycling race diverting through a busy shopping centre.
Throughout the spot, updates are also provided on ‘Fridge Man’, a man running a marathon with a fridge on his back, who is shown leading the race. At the end of the ad, he falls before getting up and crossing the line first, ahead of a chasing pack of elite runners.
According to the operator, the new advert “places these never ordinary moments within a live, in-play world, perfectly showcasing what bet365 is best known for”.
Global head of Brand Marketing at bet365, Chloe Shrubb, added: “bet365 is back with Never Ordinary, and this year, the challenge is even greater.
“We’ve got a hard act to follow from last year’s successful campaign and it’s only the second year of a very different and evolving direction for bet365. I’m really excited about this creative, it’s a beautifully simple idea that really articulates how bet365 elevates moments. We are absolutely unique, standout and we’re Never Ordinary.”
Like in previous years, bet365’s new ‘Breaking News’ campaign was developed in conjunction with its creative agency partner, Drummond Central.
Kevin Lynn, Drummond Central’s Creative Director, explained the rationale behind the advert after being tasked with creating a “blockbuster” by bet365.
He said: “We needed a creative execution to showcase incredible sporting moments happening all around the world, and what better way to do it than with our very own News Channel? Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary at bet365.”
‘Breaking News’ will be shown across linear TV, VOD, out-of-home, audio, print and digital. It will also be run in multiple territories across 2024/25, including the US, Mexico, Australia and other European countries.
