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UK bookmakers William Hill have released a new advertising campaign based around friendship, named, ‘It’s who you play with’. The ad aired on ITV prime time during the Lethal Weapon series on Friday night, aiming to bring friends together as a welcome way to connect.
Social Aspect
72andSunny Amsterdam, a creative and marketing company, produced the 60-second commercial from more of a social aspect, rather than typecasting gamblers as drinkers at football games. This is a new approach from the bookmaker, representing their customer base, with the brand bringing friends together.The ad follows a group of friends discussing what bets they have placed on a football game. The company looked to create a fresh approach to advertising strategies and how brands are represented. The agency took over the role after William Hill ended its seven-year partnership with Bark & Bite, the company claim, “We are on a mission to expand and diversify the creative class.”
Shift In Advertising Strategy
The new ad further cements the shift in William Hill’s advertising strategy, early on this year they released an ad campaign featuring British Boxing supreme Anthony Joshua, no reference was made to betting or making bets with only words “ Heavy Weights Since 1938” visible on the screen. William Hill announced they are to integrate a number of safer gambling messages across its social media, although advertising of the brand is important, safer gambling within the industry is also high on their list of priorities.https://youtu.be/mNsQgzmr6CU