William Hill has launched a new “brand-led” ad campaign, the first TV spots featuring its brand ambassador and unified world heavyweight champion Anthony Joshua, in an effort to distance itself from rivals by moving away from live football bets.
AJ became a William Hill ambassador in 2018 but this is the first time he has been used in an ad campaign by the company. William Hill has also used the creative to promote safer gambling messages – the first time it has integrated its marketing creative in this way.
The ad will run after the 9pm watershed, across multiple TV channels including ITV, BT and Sky; 30-second versions will run next week. Initially it will be a six week campaign building up to AJ’s world title defence on June 1 in Madison Square Garden.
It shows him landing a knockout blow before enjoying the moment as everything freezes while he dances around the stadium before returning to the ring to the adulation of his fans.
William Hill global brand and marketing director Charlotte Emery insists the story “emphasises how William Hill want all our customers to enjoy their betting with us and celebrate the moments while staying in control. We opted for black and white and a highly stylised creative to really separate this creative in tone and quality from the rest of the sector”.
The sign off strapline on the ad is ‘Heavyweights since 1934’ which is designed to emphasise the company’s scale and heritage rather that the traditional odds or offers seen in most advertising from betting companies.
Four safer gambling treatments will be used on social media and integrated into the customer comms messages: Know where you stand; Keep it fun; Control is everything; and Take a break.
Emery continued: “Anthony is growing into a global brand so he is an ideal fit for William Hill as we become more global and this campaign will continue to build all the way up to his first fight in the US in June.”
So, what is the consensus around the Decision Marketing office? Knockout? Sadly not. Quite what the dancing has got to do with betting at William Hill is not clear, either. Nicely shot though. Just don’t tell AJ that we aren’t that impressed, we like our faces as they are…
Decision Marketing Adometer: 6 out of 10
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