The start of the new football season marks the perfect time to announce the launch of bet365’s global ‘Breaking News’ campaign, with the marathon-winning “Fridge Man” making his debut in bet365’s new brand commercial.
In the campaign, every sports fan’s dream comes true when a flurry of freakish sporting moments all happen at the same time, on the same day. ‘Breaking News’ is a continuation of the ‘Never Ordinary’ brand platform, first launched last August by bet365 and Creative Agency Partner, Drummond Central.
In a series of unbelievable occurrences, the creative execution of ‘Breaking News’ elevates the existing ‘Never Ordinary’ global brand campaign as thrilling celebrations fill the screen, confirming again that every moment in sport is epic with bet365.
With a sports news network at the center of the campaign, watch as the anchors cover an array of extraordinary sporting moments across a day. From a football player making a remarkable catch with his helmet, a basketball player scoring an improbable, game-winning three-pointer from beyond half court while falling out of-bounds, a baseball outfielder defying the laws of physics to catch a ball while dangling from the foul pole, all the way to a man with a fridge on his back winning a marathon. The spot places these Never Ordinary moments within a live, In-Game world, perfectly showcasing what bet365 is best known for.
And so begins the concept of ‘Breaking News’. Full 60-second commercial can be seen HERE.
Chloe Shrubb, bet365’s Global Head of Brand Marketing, commented:
“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. 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.”
Drummond Central Creative Director, Kevin Lynn, said:
“Part of the brief for this year’s campaign was simple, make it a blockbuster, and that’s what we did. 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? Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary at bet365.”
Created by bet365 in partnership with Drummond Central, the brand advertisement was filmed on location and in-studio over 21 shoot days. The 60-second cinematic introduction to ‘Breaking News’ was directed by Academy’s Jack Driscoll, produced by Tom Cartwright, with Selected Works bringing the action to life with stunning post-shoot VFX.
The creative platform of ‘Never Ordinary’ has always been more than just a TV commercial for bet365, and ‘Breaking News’ will again be brought to life through multiple touchpoints. The campaign will span linear TV, VOD, out of home, audio, print and digital across the 11 US states where bet365 operates. Localized versions of Breaking News will also run in multiple territories across 2024/25 including Mexico, Australia and other European countries.
bet365 are also proud to incorporate responsible gambling into the new ‘Breaking News’ creative platform. We will continue with our PLAY SAFE | bet365 campaign and have produced a standalone advertisement within the Breaking News environment to fully support our responsible gambling message.