Brits of a certain age will never forget the Saturday 5pm ritual of checking the football results in the hope of landing the elusive eight score draws on the Football Pools – with the infamous Viv Nicholson mantra of “I’m gonna spend, spend, spend” ringing in their ears – but times have changed, and so have the Pools.
And, with plenty of competition in the market to win big, not least of which the National Lottery, the Pools is on a mission to rebrand again, this time launching a TV and video on demand ad campaign, “True Originals”, to be aired on non-linear TV, YouTube and social media platforms across the UK.
Devised by London-based creative agency Amigo Partnership, with media by Tomorrow, the 30-second spot sees a modern-day football fan discover his father’s box of memorabilia, including a historic Football Pools slip, before flashing forward to the latest smart phone app version of The Pools.
It is designed to tap into the brand’s nostalgic place in British cultural heritage, while celebrating its commitment to reaching new audiences and the next generation of football fans.
The activity follows the February launch of an out-of-home and radio campaign, “The Parents”, designed as a celebration of the brand’s long-held position in football fandom and the strong connection with its loyal customer base.
The transition from offline to online for “True Originals” follows The Pools’ recent upgraded online presence powered by Gaming Innovation Group (GiG Software) and, it is claimed, reflects the brand’s commitment to providing a modern, user-friendly experience for both new customers and old, while maintaining its reputation in UK betting.
The digital reinvention of the Classic Pools, and other pools games, now takes the form of a digital membership, allowing customers to choose their preferred game and set their monthly spend level (£10, £15, £20) while enjoying member benefits such as Free-To-Play games and free bets.
The Pools chief executive James Arnold said: “The Pools has been a constant throughout the past 100 years of football history and British culture, but with ‘True Originals’ we’ve repositioned the brand as a modern entertainment platform, re-imagined for a younger generation.
“In this video campaign, we’ve connected with our past, celebrating what makes The Pools such a unique, iconic British brand, but transposed our best characteristics for a digital-first customer base.
“‘True Originals’ follows our successful out-of-home marketing and radio advertising campaign ‘The Parents’, which had a localised approach across our Liverpool and Manchester heartlands. We are now bringing The Pools to a national audience with ‘True Originals’, celebrating the same nostalgic themes of ‘The Parents’, to connect with the next generation of players.”
Amigo Partnership director of global client partnerships Hugh Johnson added: “The Pools has been a stalwart of British football culture for decades and holds a nostalgic place in the hearts of many.
“The ‘True Originals’ campaign sets out to capture the imagination of a new generation of fans, who didn’t grow up with The Pools, reaching back into the past to acquaint them with the brand’s legendary status, the folklore surrounding it and its place at the heart of football fandom.
“The creative taps into the zeitgeist for retro trends and positions The Pools as a true original. Heroes come and go, but originals, never go out of style.”
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