William Hill will launch a new advertising campaign showcasing the different dynamics of sporting fanbases, as the UK lockdown continues to ease.

The UK commercial shows a series of real friends enjoying life and sport, celebrating the moments they share. It also features William Hill ambassadors Sir AP McCoy, Jermaine Jenas, Rio Ferdinand and Robbie Savage enjoying these fun moments with fans. 

Using Neil Diamond’s ‘Sweet Caroline’ – a well known hit with fans of boxing, cricket and other popular sports – the video is due to be released this weekend.

Explaining the use of Sweet Caroline as the backing music for the ad, Charlotte Emery, Chief Brand Officer at William Hill, remarked: “We wanted an iconic sporting song for the advert, and we were delighted to be able to get ‘Sweet Caroline’. It is a song that spontaneously gets friends singing together. It was the perfect song for our campaign.”

The new advert was filmed across 16 locations in London in April and was directed and brought to life by Nico and Michel Arribehaute. The former professional rugby playing brothers previously worked on campaigns for Renault, Lucozade and Under Armour.

As well as highlighting the ‘close bonds of friends and the shared passion they have for sport and gaming’, William Hill will utilise its next advertising campaign to promote a safer betting message.

Along with other operators William Hill maintains its social responsibility pledge of ensuring that 20% advertising promotes responsible gaming. 

Emery concluded: “As a responsible operator, we understand the importance of safer gambling, and we hope the new safer gambling creative will encourage customers to enjoy our products safely.

Preparing for a busy sporting summer featuring UEFA Euro 2020 Championship and the Tokyo Olympics, William Hill’s marketing  team also disclosed that the firm is currently developing its brand-led marketing campaigns for international markets.

Source – William Hill Brand YouTube Channel

William Hill embraces the sporting life in newest ad