Betfair launch new campaign

Betfair’s newest multi channel ad campaign is described by the company as a fresh approach which “deliberately de-shackles the company from the laddish humour associated with the sector”.

The campaign, created by the Lucky Generals agency, spans TV advertising, radio, print, digital, social media, content and internal communications, with the 60-second launch commercial using a voice-over based on a quote by the legendary boxer Jack Dempsey, on the subject of what it takes to be a sports champion:

“Someone who is ready when the gong rings. Not before. Not after. But when it rings. Ready?”

“We think this is a big idea that captures the anticipation of sport and betting at its best. The time is ripe for a fresh approach to communications in this market and suffice to say – we’re ready,” Paul Gambrill, Marketing & Brand Director for Betfair, said.

Following the launch during the FA Community Shield, the campaign will be rolled out to key markets including Italy, Spain, Bulgaria and Denmark.

Check out the ad here: