Drummond Central, the agency behind bet365’s ‘Never Ordinary’ campaign, has released a behind-the-scenes look at the production of the brand’s new ‘Breaking News’ advert.
Launched last month ahead of the start of the 2024/25 Premier League 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
Featuring interviews with those involved in the new campaign, Drummond Central released a three-minute film on LinkedIn showcasing how they managed to film and produce the ad.
The video shows small snippets of the filming of different sporting events, before then showing the finished product in the advert.
Alex Evans, Senior Account Director at Drummond Central, said: “We all wanted to build on last year and continue that Never Ordinary message. Following some creative research on last year’s execution, we were armed with the insight to continue building on the global platform.”
Academy Films’ Jack Driscoll and Tom Cartwright, who directed the shoot, explained that it was filmed across two locations in Prague and Budapest which gave the production access to “some of the most diverse locations and the best set builders”.
On the production, Greg Spencer, Creative Director at Selected Works, said: “The exciting thing about this year’s bet365 advert is that it’s a lot bigger post-production-wise for us. We’ve gone a bit wild with camera moves and stuff and we’re building 12 different stadiums for different sports”.
He added that one of the biggest challenges during the shoot was capturing the motorsport scene. During the advert, a driver crashes his car into the barrier in the final straight and spins over the line to win the race.
The behind-the-scenes video shows how the scene was filmed by placing a car on a rotating turntable on a trailer being towed by a pickup truck before the rest of the effects were computer-generated in post-production.
Summing up the aims of the ‘Breaking News’ ad campaign, Ben Reeves, Global Deputy Head of Brand Marketing at bet365, said: “This campaign will be the most comprehensive, the highest quality and the most effective campaign that the brand has done to date.
“This campaign brings to life what Bet365 is all about. Delivering an all-encompassing, immersive experience, ensuring that whatever the moment, it’s never ordinary.”
