bet365, a leading player in the world of online betting, greeted the Premier League's return with a new and captivating global campaign aptly titled 'Never Ordinary.' While the campaign initiated with a TV commercial ahead of the Burnley vs. Manchester City match, the sport of curling takes center stage in this creative initiative. A seemingly average curling throw acts as the catalyst, setting off a chain reaction of cultural phenomena that instantly lift the sport to a remarkable prominence.
From stadiums to the streets and even tattoo parlors, the screen becomes filled with exhilarating celebrations, resonating with the essence bet365 aims to convey. This launch heralds the meaning of 'Never Ordinary,' a concept that strives to highlight bet365's unique betting offerings.
Chloe Shrubb, Global Head of Brand Marketing at bet365, expressed the philosophy behind the campaign: "The In-Play betting experience is something that bet365 has and always will excel at. The sentiment behind this campaign is essentially a reminder for everyone that bet365 stands out from the crowd. It's unique in so many ways and it's absolutely Never Ordinary."
Crafted in collaboration between Drummond Central and bet365, the brand's commercial was meticulously filmed across various locations, including Madrid, Barcelona, and LA, spanning over 21 shoot days. The 60-second cinematic introduction to 'Never Ordinary' was brought to life by director Jack Driscoll from Academy, with Tom Cartwright leading production and Selected Works contributing post-shoot visual effects.
The campaign is set to receive global media support through various agencies, with the Republic of Media handling UK distribution. Kevin Lynn, Drummond Central's Creative Director, elaborated on the campaign's intention, "We wanted every sport to feel as epic as the Premier League, NFL or NHL."
The 'Never Ordinary' concept stretches beyond the commercial sphere, permeating various touchpoints, including digital channels, the bet365 app, social media platforms, sponsorships, partnerships, customer communications, and television.
Moreover, bet365 takes pride in integrating responsible gambling within the 'Never Ordinary' framework. The company will continue to endorse its "PLAY SAFE | bet365" campaign while supplementing it with a standalone advert within the 'Never Ordinary' environment to reinforce its commitment to responsible gambling.
Alex Sefton, Chief Marketing Officer at bet365, conveyed his excitement about the campaign's launch, emphasizing how 'Never Ordinary' symbolizes the company's strengths and future trajectory.
The 'Never Ordinary' campaign will be prevalent in multiple markets, including the UK, Ireland, Denmark, and Sweden starting from August 11th. The campaign's presence will extend below the line, appearing online, across various communications, and in digital platforms, affirming bet365's commitment to providing a distinctive and engaging betting experience.