Global gambling giant bet365 has announced its latest ad campaign ahead of this year’s NFL season.
Titled “Breaking News,” the campaign was developed in partnership with Newcastle-based marketing agency Drummond Central and is a continuation of the bet365 Never Ordinary promotion launched alongside the 2023-24 NFL season.
The campaign includes a new 60-second commercial that will air in bet365's 11 licensed markets in the U.S. In the commercial, a news channel announces big sporting moments from football, basketball, baseball, and running on the same day.
“Part of the brief for this year’s campaign was simple, make it a blockbuster, and that’s what we did,” said Drummond Central creative director Kevin Lynn. “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?”
Academy Films' Jack Driscoll shot and directed the commercial, which was filmed over 28 days in Barcelona and Prague.
“I feel very lucky to have worked with Drummond Central on this one," Driscoll told LBBOnline. "As ever, they came up with a brilliant campaign idea that was masses of fun to bring to life with the help of some amazing sportspeople, stunt performers, choreographers and VFX artists.
“We shot loads of additional scenes and sporting moments for the global campaign, from boxing to baseball, so I'm very excited to see these released over the coming months.”
The campaign will air on linear TV, video-on-demand, audio, print, and digital platforms in the U.S., Mexico, Australia, and several European countries.
Never Ordinary
Launched last August, the Never Ordinary campaign celebrates the emotions of a new football season, sharing the message that “any sport can have an amazing moment.” Drummond Central, which has led bet365's creative planning account since 2004, also created last year's campaign.
“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,” said Chloe Shrubb, bet365's global head of brand marketing. “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.”
